The Behaviour Business. Richard Chataway

bias

       Better training data – how behavioural science helps businesses ethically use AI and automation

       Chapter 12: AI, Automation and Behavioural Science

       What to Do Now

       Part Four: Boosting Productivity with Behavioural Science

       Chapter 13: The Rise of the Machines, and the Future of Work – Behavioural Science and a Changing Workforce

       Will a robot be stealing your job?

       Psychological solutions will be needed to solve economic problems

       Losing your job to a robot may not be a bad thing – if it’s a bad job

       Losing work does not lead to bad decisions – but financial (and time) poverty does

       What behavioural science tells us about how we view work

       Chapter 14: The Science of Motivation – How to Provide Good Work and Nudge the Right Behaviours from Your Teams

       What is good work?

       More money doesn’t transform bad work into good work

       Bad work is bad for business

       Creating good habits at work

       Think about your environment

       Normalising good behaviour and providing positive motivation

       Chapter 15: Building Effective Teams Using Behavioural Science – Finding and Maintaining Success

       Recruitment: the traditional home of psychology in business

       Recruiting the right people for the right reasons

       Assessing potential and predicting success

       Test-tube recruiting

       Training is not enough

       Diversity is good for business

       Generating psychological safety

       Chapter 16: Behavioural Science in the Workplace

       What to Do Now

       Part Five: Behavioural Science and Your Customers

       Chapter 17: The Dangers of Post-rationalisation – How Behavioural Science Demonstrates That Much Market Research is Flawed

       The Oval Office and the Press Office

       Telling stories in research

       We are poor prediction machines

       The role for traditional market research

       Chapter 18: The Importance of Subconscious Associations – Understanding How People Buy, at Home and in Business

       Why are subconscious associations important?

       How subconscious associations influence how we buy

       We are predictably irrational at work as well as at home

       Homer in the city

       Focus on satisficers, not maximisers

       Helping customers make easy, good enough decisions

       Chapter 19: Gaining Advantageous Insights – Techniques and Tools to Better Understand Customers

       Recreating context

       Knowing if you will be noticed

       Subconscious associations – knowing what people really think

       Preventing post-rationalisation and improving predictions: observing behaviour

       Chapter 20: Behavioural Science and Your Customers

       What to Do Now

       Part Six: Behavioural Science for Better Marketing

       Chapter 21: The Myth of the Rational Consumer – How Behavioural Science Explains How Marketing Works

       Homer ignores most marketing

       Direct (behavioural) marketing

       Focus on what you should measure, not what you can measure

       The marketing science heretics

       Chapter 22: Brands as Heuristics – What Behavioural Science Tells Us About Brands

       Consistent brand assets

       Be distinctive

       The importance of context: costly signalling

       Consistency, distinctiveness and costly signalling: ING Direct

       Chapter 23: Marketing Science – How Behavioural Science Delivers Better Marketing (and Combats Marketers’ Biases)

       Mental and physical availability

       Precision targeting means targeting no one – or only fellow marketers

       Focus on light buyers

       Physical availability

       Chapter 24: Behavioural Science for Better Marketing

       What to Do Now

       Conclusion

       Beating overconfidence – accepting what we don’t know

       Innovation is driven by learning from mistakes

       Science drives creativity – and vice versa

       How to create a behavioural business

       Acknowledgements