The Illusion of Choice

Leverage human psychology and behavioral science insights to trigger new habits.

As a marketer, if you’re not taking advantage of insights from human psychology and behavioral science, you’re missing valuable opportunities to inspire the behavior change you desire. Your marketing decisions should reflect more than your intuitive or gut instincts. Inform your approach with peer-reviewed insights into how humans think, feel and behave to add robustness to your strategy. Researchers have identified thousands of hidden factors influencing human behavior. When you learn the triggers of consumer behavior, you give yourself a wider range of potential solutions to marketing challenges.

Familiarize yourself with these six insights to inspire consumer behavior changes:

1. Choose your moment – People are most likely to change their behaviors and adopt new habits at the onset of a specific time period such as the beginning of a week or after celebrating a birthday.
2. Create cues – Use a distinctive cue, or trigger, to prompt consumers to take...