Smarter Screen

Shlomo Benartzi

• 06 oktober 2015
• 9780349410395

Samenvatting:

A leading behavioral economist shows how businesses can improve consumer thinking and decision-making on screens.

'A must-read for investors, business owners, and anyone else with a stake in how people make decisions in the digital age'
Bill Harris, CEO of Personal Capital and former CEO of PayPal

A leading behavioural economist reveals the tools that will improve our decision-making on screens

Few of us are aware of the visual biases and behavioural patterns that influence us when we're digesting data on our laptops, tablets and smartphones. The sheer volume of information and choices available online, combined with the ease of tapping 'buy', often lead us to decisions we would not make without the astonishing effects of technology on our thinking.

In The Smarter Screen, behavioural economist Shlomo Benartzi reveals a toolkit of interventions for the digital age. Using engaging reader exercises and provocative case studies, Benartzi shows how digital designs can influence consumer behaviour on screens in all sorts of surprising ways.

For example, did you know that:
· You're more likely to add bacon to your pizza if you order online?
· You might buy an item just because it's displayed in a screen hotspot, even if better options are available?
· If you read this book on a screen, you're less likely to remember its content?

Drawing on the latest research on digital 'nudging', Benartzi reveals how we can create an online world that helps us think better, not worse.

Shlomo Benartzi is a professor and co-chair of the Behavioral Decision-Making Group at UCLA's Anderson School of Management. The author of Save More Tomorrow and Thinking Smarter, he has extensive experience applying behavioural economic insights to the real world. Together with Richard Thaler, the co-author of Nudge, he increased the saving rates of millions of Americans through his work on the Save More Tomorrow project, and has advised many government agencies and businesses.

Jonah Lehrer is a science writer living in Los Angeles.

The typical office worker now spends the majority of their waking hours staring at a screen. In the 21st century, every business is a digital business, which is why it's so critical to understand how we think and behave online.

Acclaimed behavioural economist Shlomo Benartzi has teamed up with science writer Jonah Lehrer to reveal a toolkit of cues and nudges for the digital age. Using provocative case-studies and engaging reader exercises, Benartzi shows how businesses can update their nudges to help consumers make better decisions on screens. Up-to-the-minute research will help optimise your business's online presence, from designing a webshop that helps your customers find what they are looking for, to laying out your website so that it both attracts and holds attention.

This book will help you transform the challenges of the digital world into powerful new opportunities that will drive your success.