Interview: Uri Gneezy, author of Mixed Signals, on why misaligned incentives backfire
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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Incentives and Branding Pitfalls
This chapter explores the often-overlooked misalignments in branding strategies that result from poor understanding of customer incentives. It analyzes how behavioral science can unintentionally guide successful outcomes while cautioning against common marketing mistakes and emphasizing the need for strategic targeting and fairness in incentive distribution.
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