#20 Matthew Wilcox: The Business of Choice
How much do you really understand how people choose? The past decade has brought to light a flood of research from behavioral science, neuroscience, and everything relating to the mind. Yet, the scope of the literature is both empowering and paralyzing. And while I won't go so far as to say that marketers and scientists speak a different language, there is a notable difference in creed that drives how they view science and research. And as guest Matthew Willcox, author of The Business of Choice: Marketing to Consumers' Instincts, notes, marketers would do well to think of the research as inspiration, not proof.
So how can we use research on decision making as inspiration for behavior change strategies? In this episode, Matthew Wilcox discusses how to better influence people's choices by working with human nature, not against it.
“Marketing is obsessed with being consumer-centric. I think the opportunity is for it to become more decision-centric... There’s a lot of noise in being consumer-centric that may not be relevant to the choice. Start with the choice and work from there.”