The behavioral science secrets behind 17 of the world's best brands

By MichaelAaron Flicker and Richard Shotton

BEHAVIORAL SCIENCE LESSONS FROM THE BEST

All marketers aim to learn from the best. But how do you identify the tactics responsible for a company’s success? A stab in the dark?

Here’s where behavioral science can help — because unlike much of marketing theory, it has a solid evidence base.

Spot the behavioral biases, and you can understand why a tactic works.

Get a Behavioral Superboost

Brands can be mystifyingly successful. Why are customers happy to pay a premium for things that should be free, like water; things that should be cheap, like milk; and things that would do the same job at half the price, like vacuum cleaners?

In Hacking The Human Mind, we identify the behavioral-based approaches that helped take 17 leading brands to the top. So you can learn from the winners and power-up your marketing.

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WHAT PEOPLE SAY about THE ILLUSION OF CHOICE and THE CHOICE FACTORY

“Marketers are likely to be enriched intellectually and commercially by this book, which offers a trove of useful insights that are both grounded in scientific research and presented compellingly.”
– ROBERT CIALDINI, Author of Influence and Pre-suasion

“This book will make you better at your job. If you’re trying to get your head around behavioral science, or how to apply it, look no further — Shotton has done all the hard work for you.”
– JONAH BERGER, Author of Contagious

“No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern
marketing.” – RORY SUTHERLAND, Author of Alchemy, Vice-chairman of Ogilvy

“Explains lesser-known research in an easy-to-read manner to give consumers and businesses insights into how products persuade.” – NIR EYAL, Author, Hooked

MichaelAaron is the founder and president of XenoPsi Ventures, a brand incubator firm providing financial, marketing and intellectual capital to a growing portfolio of companies. MichaelAaron has worked with many of the country's leading brands including Nike, JPMorgan Chase & Co, Chubb, AstraZeneca Pharmaceuticals, ACE Insurance and Evan Williams Bourbon. As a thought leader at the intersection of business consulting, advertising, and technology, MichaelAaron is a thought leader regularly writing and speaking at industry events and is regularly featured in publications such as Advertising Age, MediaPost, VentureBeat, and Chief Marketer.

Richard began his career in marketing twenty-one years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.

Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. The Choice Factory was voted best sales and marketing book of the year at the Business Book Awards. It was a #1 bestseller on Amazon and is now available in 12 languages.

In 2021 Richard was made an honorary lifetime fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University.

He tweets about the latest social psychology findings from the handle @rshotton.