Behavioral Science For Brands: Leveraging behavioral science in brand marketing. cover image

Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

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Unlocking Motivation and Engagement

This chapter examines the interplay between goal achievement and motivation, noting how success can bolster confidence while setbacks may diminish it. It emphasizes reframing mistakes as learning opportunities and discusses how brands can motivate consumers through smaller goals. Additionally, it explores the impact of uncertain rewards in consumer behavior, revealing how unpredictability can enhance engagement and transform brand interactions.

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