LEADER 04382nam 22007095 450 001 9910254943203321 005 20200702231724.0 010 $a1-137-53430-3 024 7 $a10.1057/978-1-137-53430-9 035 $a(CKB)3710000000830465 035 $a(DE-He213)978-1-137-53430-9 035 $a(MiAaPQ)EBC4720186 035 $a(iGPub)SPNA0042191 035 $a(PPN)228322251 035 $a(EXLCZ)993710000000830465 100 $a20160820d2016 u| 0 101 0 $aeng 135 $aurnn|008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe Intuitive Customer$b[electronic resource] $e7 Imperatives For Moving Your Customer Experience to the Next Level /$fby Colin Shaw, Ryan Hamilton, Ryan Hamilton 205 $a1st ed. 2016. 210 1$aLondon :$cPalgrave Macmillan UK :$cImprint: Palgrave Macmillan,$d2016. 215 $a1 online resource (XIX, 216 p. 23 illus.) 311 $a1-137-53428-1 320 $aIncludes bibliographical references and index. 330 $aConsumers are unreasonable ? but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria to justify that choice in order to fool ourselves into believing that we are not being unreasonable. The funny thing is that those gut choices consumers make are often better than the ones they make when they actively and rationally consider their options. In other words ? consumers are sensibly unreasonable. The problem is that a lot of marketing is reasonable ? but stupid. Why does every marketing brochure include a list of features and benefits that are based on the assumption that consumers are making a logical, cognitive choice? We know that they are not, but we keep doing it! By concentrating on providing cognitive solutions to emotional needs, marketing is trying to solve the wrong problem. What matters is how customers feel. You need to understand what makes consumers behave a certain way and then use that knowledge to shape the experience you deliver to the customer. This book is about Behavioral Economics and consumer psychology. Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational) and others, Shaw and Hamilton unpack this new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences. 606 $aMarketing 606 $aOrganization 606 $aPlanning 606 $aEconomic sociology 606 $aLeadership 606 $aDevelopment economics 606 $aMarket research 606 $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000 606 $aOrganization$3https://scigraph.springernature.com/ontologies/product-market-codes/516000 606 $aOrganizational Studies, Economic Sociology$3https://scigraph.springernature.com/ontologies/product-market-codes/X22020 606 $aBusiness Strategy/Leadership$3https://scigraph.springernature.com/ontologies/product-market-codes/515010 606 $aDevelopment Economics$3https://scigraph.springernature.com/ontologies/product-market-codes/W42000 606 $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030 615 0$aMarketing. 615 0$aOrganization. 615 0$aPlanning. 615 0$aEconomic sociology. 615 0$aLeadership. 615 0$aDevelopment economics. 615 0$aMarket research. 615 14$aMarketing. 615 24$aOrganization. 615 24$aOrganizational Studies, Economic Sociology. 615 24$aBusiness Strategy/Leadership. 615 24$aDevelopment Economics. 615 24$aMarket Research/Competitive Intelligence. 676 $a658.8 700 $aShaw$b Colin$4aut$4http://id.loc.gov/vocabulary/relators/aut$0784886 702 $aHamilton$b Ryan$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aHamilton$b Ryan$4aut$4http://id.loc.gov/vocabulary/relators/aut 906 $aBOOK 912 $a9910254943203321 996 $aThe Intuitive Customer$92069869 997 $aUNINA