Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing
by Will Leach  (Author)

About the author
Will Leach is the founder of TriggerPoint Design, a leading behavior research and design consultancy specializing in using behavior economics and decision design to drive consumer decision making. He is a behavior design instructor at the Cox School of Business at Southern Methodist University and has more than twenty years of behavior insights experience working with Fortune 50 companies to solve their most important behavior challenges. Will is the only two-time winner of the EXPLOR Award for his work in behavior design and is known as America's foremost authority in applying behavior science to marketing.

About this book
Your nonconscious mind will filter out more than 99 percent of marketing you "see" today. Traditional marketing simply doesn't work in today's complex world. To reach today's customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors--a process called Behavior Design.
In Marketing to Mindstates, Will Leach, founder of TriggerPoint Design, a leading behavior research and design consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement.
With this book, researchers and marketers will finally have a practical guide to creating behaviorally designed marketing that psychologically breaks through your customers' nonconscious to drive new behaviors and top line growth.

Table of contents
Introduction
Part One: Understanding Human Behavior
1. Why Do We Behave the Way We Do?
2. Where Marketing and Research Fall Short
3. What Is Behavior Design?
Part Two: The Mindstate Behavioral Model
4. Activate the Goal
5. Prime the Need
6. Frame the Choice
7. Trigger the Behavior
Part Three: Applying the Mindstate Behavioral Model to Marketing
8. Applying the Mindstate Behavioral Model
9. Marketing to Mindstates
Conclusion
Appendix
Acknowledgments

Length: 256 pages
Publisher: Lioncrest Publishing (October 9, 2018)
Language: English
ISBN-10: 1544512406
ISBN-13: 978-1544512402