The New Behavioral Economics: Why People Break the Rules of Traditional Economics and How to Make Money from It

Richard Thaler's research on new behavioral economics earned him a Nobel Prize. This book rethinks everything you know about human behavior and helps you get the most out of it. The author presents a fascinating study of the emotions that guide the buyer and the difficulties he faces when making a purchase decision. You will learn to predict the behavior of employees and customers, plan resources correctly, and create those products and offers that will hit the mark and cause a stir.

– How does the magical effect of "free" offers that advertisers widely use work?

– How to plan the initial choice of the consumer, on which all subsequent ones will depend?

– How to find patterns of irrational consumer behavior? And start using them in the right way?

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