The Role of Behavioral Science in Decision-Making

This chapter explores how behavioral science influences decision-making and marketing strategies, emphasizing the ethical approach marketers should take when shaping consumer behavior. It discusses key concepts like autonomy bias, the importance of choice, and the power of language in marketing communications. Additionally, it highlights the psychological dynamics of B2B decision-making and the evolving landscape of brand trust, showcasing how consumer perceptions are shaped through exposure and familiarity.