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Habit: The 95% of Behavior Marketers Ignore (paperback)
- By Neale Martin
- Published Jun 26, 2008 by FT Press.
- Copyright 2008
- Dimensions: 6 X 9
- Pages: 208
- Edition: 1st
- Book
- ISBN-10: 0-13-707011-X
- ISBN-13: 978-0-13-707011-4
- eBook (Adobe DRM)
- ISBN-10: 0-13-715333-3
- ISBN-13: 978-0-13-715333-6
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Product Author Bios
Neale Martin is the founder and CEO of Ntelec, Inc., a marketing, consulting, and education company. He has helped companies adjust their strategic marketing in the face of rapid technological change since 1995. For the past several years, he has worked on updating the principles of marketing in light of research from cognitive psychology and neuroscience that suggests that most of human behavior is under the sway of unconscious habits. Neale developed early insights into the power of habits as a counselor and program director for alcohol and drug addiction programs. After spending a year as a hospital administrator in Texas, he returned to school to earn his Ph.D. in marketing from the College of Management, Georgia Institute of Technology. Neale’s insatiable curiosity across diverse subjects illuminates his work as he connects ideas and insights from science, technology, psychology, history, philosophy, and dog training. He lives in Marietta, Georgia, with his wife, Diana, his daughter, Miranda, and three border collies.
“The Samsung Instinct was designed to be habit forming. Inspired by pioneering work by Dr. Neale Martin, Sprint and Samsung created the Instinct interface from the bottom up to work the way your brain works.”
—Doug Rossier, Sprint Instinct Marketing Lead
“In Habit, Neale Martin provides what seems to be a simple observation—that human behavior is largely managed through subconscious process. In startling fashion, Martin makes this point and then proceeds to undermine much of what marketers have come to believe as absolute truths. This is a worthwhile read, with significant implications to anyone who hopes to build brands and sell products.”
—John Stratton, Sr. Vice President and Chief Marketing Officer of Verizon
“Neale provides some of the most comprehensive insights into marketing I have ever read. His understanding of today’s market complexity is simply brilliant.”
—Derek Broes, Sr. Vice President, Paramount
“At last someone has approached marketing with the clarity and precision of a brain surgeon.”
—George Ford, Marketing Director, Petrafoods
“Habit reveals why traditional approaches to acquiring and keeping customers don’t work anymore. Dr. Martin shows that by focusing on behavior instead of attitudes and intentions, companies can radically improve not only how many customers they win, but how many they keep.”
—S. Somasegar, Microsoft Senior Vice President, Developer Division
“Habit is an essential read for all marketers, managers and executives. Dr. Martin has elevated the seemingly boring concept of habits to a science with implications for every business in every market. This excellent book not only explains why consumers behave the way they do, but what companies should do in light of these startling insights!”
—Jagdish N. Sheth, Ph.D, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University
Habit begins with a revolutionary premise—95% of human behavior is controlled by the unconscious mind. This fact exposes the central flaw in marketing theory, market research, and a preponderance of business strategy—that customers are consciously aware of what they’re doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted every year, and why even satisfied customers aren’t loyal.
In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two minds—and marketing is focused on the wrong one. By explaining how the mind actually works, Martin shows how 50 years of marketing theory is deeply flawed, and how your customers’ habits thwart even your costliest marketing campaigns.
Habit explains in practical terms how to work with both your customers’ executive and habitual minds to not only make sales but more importantly, create loyalty. You’ll discover how behavior actually rewires your customers' mind—and how to leverage this by refocusing on behavior, not on attitudes and beliefs.
Martin offers a complete process for working with customers’ unconscious and conscious minds together, to become your customer’s habit, not just their choice. Using these techniques, you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-term profitability.
Why focusing on customer satisfaction is a waste of time
Prioritizing customer satisfaction ignores a crucial reality: 85% of customers who defect report being satisfied!
How to establish a beachhead in your potential customer’s unconscious
Teach new buying habits through cause and effect, reward and repetition
Why you should keep your regular customers from thinking about you
Learn how to keep repurchase behavior on permanent autopilot
www.nealemartin.com
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27 of 30 people found the following review helpful
Could Do Better,
This review is from: Habit: The 95% of Behavior Marketers Ignore (Hardcover)
This review is from: Habit: The 95% of Behavior Marketers Ignore (Hardcover)Overall the premise of this book is that customers often buy based on habit rather than on detailed conscious choice. And this simple premise is repeated ad-nauseum. This is a book that could really have done with a good edit. The early chapters are incredibly repetitive, and repeat this simple 'fact' with very little supporting evidence. Some examples of fMRI studies are provided, with little mention that the science in this area is still highly disputed. The later chapters provide little in terms of actual insight into what habitual purchases actually mean for marketers - it repeats the mantra that you have to break consumers habitual purchase behaviours - yes, but how? On this the book is largely empty. This is an important topic, but really if you have done any reading in the areas of behavioural economics, behavioural change, or brain science, then you will already be well past... Read more
10 of 13 people found the following review helpful
Must Marketing Reading, By
Amazon Verified Purchase(What's this?)
This review is from: Habit: The 95% of Behavior Marketers Ignore (Hardcover)
Bottom line: this is the best book on (customer) loyalty marketing since Reicheld's "The Loyalty Effect" and a great complement to it given its explanation of the neuroscience behind customer behavior as it relates to habit.As marketing becomes increasingly accountable for top- and bottom-line impact, understanding the concept of habit as it relates to customer behavior is critical. If you buy at Amazon you know how easy -- and habit forming -- it is to shop here. This book demonstrates how the power of habit, relative to customer purchase and usage decisions, has been grossly undervalued. "Habit" gives the scientific context by gradually explaining how the human brain works in easy layman's terms and then illustrates how this significantly impacts the difference between the expected behavior (traditionally just supported by marketing research) and actual actions taken by an individual. Having practiced loyalty marketing for 20 years now,... Read more
1 of 1 people found the following review helpful
Some big ideas, easy to digest, By Bill Page - Ehrenberg-Bass Institute (Australia) - See all my reviews
This review is from: Habit: The 95% of Behavior Marketers Ignore (paperback) (Paperback)
Martin's book is a slender tome, easy to digest in just a few sittings - which is both a blessing and a curse. The premise of the book is that marketers need to focus on not upsetting the habitual mind, and to appeal to habits, rather than trying to engage the conscious mind. The blessing is how easy to read and digest this book is - it seems as though it's written for the general public, which is nice. He provides some case studies, and a quick look at some evidence, but doesn't really go into much detail - which is where the curse comes in.While this book fits with what we know about consumers and their lack of engagement with brands in general, Martin would do better to build a stronger case for his ideas (which are good), before going on to demonstrate how these ideas shape the way we work. I agree with the premise of the book, but found it a bit light on evidence for me. I'd love to see an updated version - Now, with added evidence! |
Table of Contents
Acknowledgments xi
About the Author xiii
Introduction xv
Part I: The Force of Habit 1
Chapter 1. How Habits Undermine Marketing 3
Chapter 2. You Are of Two Minds (At Least) 13
Chapter 3. The PFC: Home to the Executive Mind 59
Part II: Habits: The New Science of Marketing 67
Chapter 4. Of iPods, Habits, and Market Revolution 69
Chapter 5. Marketing from a Habitual Perspective 73
Chapter 6. Habit and Marketing Management 83
Part III: Treat Your Customers Like Dogs 141
Chapter 7. Of Google and Cigarettes 143
Chapter 8. Behavioral Training 147
Chapter 9. Behavioral Marketing: Becoming Your Customer’s Habit 159
Chapter 10. The Four Steps to Behavioral Marketing 167
Chapter 11. Habit Maintenance 173
Chapter 12. The Force of Habits: The Double-Edged Sword 177
Conclusion 179
Index 181
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