What Motivates Human Behavior: 5 Drivers You Should Know About

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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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