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3min chapter
Interview with Phil Barden: author of Decoded
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Exploring the Primary Goals of Human Behavior in Marketing
This chapter examines the three core motivations of human behavior: security, excitement, and autonomy. It highlights the differences between prevention and promotive mindsets and introduces a unique quantitative study method that employs implicit testing to analyze these goals in the mobile phone market.
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