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What motivates human behavior?

My guest today is Susan Weinschenk, behavioral scientist, author, speaker, consultant, and mentor.

She is an expert in understanding, predicting and directing human behavior. Her books include How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, and Neuro Web Design.

In this episode, we’re going to talk about what motivates people in this complex modern world, and how we can use behavioral science to become better marketers.

Susan will explain five drivers of human behavior backed by scientific studies and what you should know about them in order to get people to do what you want.

Topics covered:

Unconscious mental processing and self-stories
Value versus habit based decisions
The 5 top drivers of human motivation
The power of storytelling
The need to belong and social ties
Behavioral habits and instincts
Ethics in behavioral science
Susan’s recommended reading

Resources mentioned:

How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, 100 MORE Things Every Designer Needs to Know About People and Neuro Web Design by Susan Weinschenk
Redirect by Timothy Wilson
Sapiens by Yuval Harari
Thinking, Fast and Slow by Daniel Kahneman
The Power of Habit by Charles Duhigg

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Finally...

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EP224: George Underwood