The Smarter Screen - Surprising Ways to Influence and Improve Online Behavior-logo

The Smarter Screen - Surprising Ways to Influence and Improve Online Behavior

Shlomo Benartzi

A leading behavioral economist shows how businesses can improve consumer thinking and decision-making on screens. The typical American office worker now spends the majority of his or her waking hours staring at a screen. In the 21st century, every business is a digital business, which is why it's so critical to understand how we think and behave online. Acclaimed behavioral economist Shlomo Benartzi reveals a toolkit of interventions for the digital age. Using provocative case-studies and engaging reader exercises, Benartzi shows how businesses can update their nudges to help consumers make better decisions on screens. Consider these solutions: • The tournament model used for Wimbledon and March Madness may help consumers identify what they want more easily. While most websites attempt to display as many options as possible, if people can select options from manageable rounds they tend to make better choices. • People are more willing to tell a gadget the truth about their risky health behaviors than an actual doctor. When dealing with sensitive subjects, the absence of human feedback - an absence made easy in an age of screens and machines - can be a great advantage. • The precise location of an option on a screen can have a massive impact on consumer choice. (In some instances, screen location matters more than personal preference.) The same logic also applies to information, as certain layouts can dramatically influence our levels of attention. • Although most websites are designed to make the act of reading as easy as possible, Benartzi explains why this can be a big mistake. Sometimes, the careful use of ugly fonts and other forms of "visual disfluency" are an important way to boost reading comprehension and retention. This book will help you transform the challenges of the digital world into powerful new opportunities that will drive your success in an age of screens.

A leading behavioral economist shows how businesses can improve consumer thinking and decision-making on screens. The typical American office worker now spends the majority of his or her waking hours staring at a screen. In the 21st century, every business is a digital business, which is why it's so critical to understand how we think and behave online. Acclaimed behavioral economist Shlomo Benartzi reveals a toolkit of interventions for the digital age. Using provocative case-studies and engaging reader exercises, Benartzi shows how businesses can update their nudges to help consumers make better decisions on screens. Consider these solutions: • The tournament model used for Wimbledon and March Madness may help consumers identify what they want more easily. While most websites attempt to display as many options as possible, if people can select options from manageable rounds they tend to make better choices. • People are more willing to tell a gadget the truth about their risky health behaviors than an actual doctor. When dealing with sensitive subjects, the absence of human feedback - an absence made easy in an age of screens and machines - can be a great advantage. • The precise location of an option on a screen can have a massive impact on consumer choice. (In some instances, screen location matters more than personal preference.) The same logic also applies to information, as certain layouts can dramatically influence our levels of attention. • Although most websites are designed to make the act of reading as easy as possible, Benartzi explains why this can be a big mistake. Sometimes, the careful use of ugly fonts and other forms of "visual disfluency" are an important way to boost reading comprehension and retention. This book will help you transform the challenges of the digital world into powerful new opportunities that will drive your success in an age of screens.
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Description:

A leading behavioral economist shows how businesses can improve consumer thinking and decision-making on screens. The typical American office worker now spends the majority of his or her waking hours staring at a screen. In the 21st century, every business is a digital business, which is why it's so critical to understand how we think and behave online. Acclaimed behavioral economist Shlomo Benartzi reveals a toolkit of interventions for the digital age. Using provocative case-studies and engaging reader exercises, Benartzi shows how businesses can update their nudges to help consumers make better decisions on screens. Consider these solutions: • The tournament model used for Wimbledon and March Madness may help consumers identify what they want more easily. While most websites attempt to display as many options as possible, if people can select options from manageable rounds they tend to make better choices. • People are more willing to tell a gadget the truth about their risky health behaviors than an actual doctor. When dealing with sensitive subjects, the absence of human feedback - an absence made easy in an age of screens and machines - can be a great advantage. • The precise location of an option on a screen can have a massive impact on consumer choice. (In some instances, screen location matters more than personal preference.) The same logic also applies to information, as certain layouts can dramatically influence our levels of attention. • Although most websites are designed to make the act of reading as easy as possible, Benartzi explains why this can be a big mistake. Sometimes, the careful use of ugly fonts and other forms of "visual disfluency" are an important way to boost reading comprehension and retention. This book will help you transform the challenges of the digital world into powerful new opportunities that will drive your success in an age of screens.

Language:

English

Narrators:

Rob Shapiro

Length:

6h 40m


Chapters

Free Sample

05:00

Chapter 1
Chapter 1

00:28


Chapter 2
Chapter 2

07:17


Chapter 3
Chapter 3

07:38


Chapter 4
Chapter 4

07:35


Chapter 5
Chapter 5

08:51


Chapter 6
Chapter 6

08:25


Chapter 7
Chapter 7

06:45


Chapter 8
Chapter 8

06:44


Chapter 9
Chapter 9

08:16


Chapter 10
Chapter 10

06:54


Chapter 11
Chapter 11

08:34


Chapter 12
Chapter 12

08:43


Chapter 13
Chapter 13

07:27


Chapter 14
Chapter 14

07:21


Chapter 15
Chapter 15

07:00


Chapter 16
Chapter 16

08:24


Chapter 17
Chapter 17

07:32


Chapter 18
Chapter 18

06:22


Chapter 19
Chapter 19

06:33


Chapter 20
Chapter 20

06:47


Chapter 21
Chapter 21

04:32


Chapter 22
Chapter 22

06:03


Chapter 23
Chapter 23

07:22


Chapter 24
Chapter 24

07:34


Chapter 25
Chapter 25

06:59


Chapter 26
Chapter 26

06:48


Chapter 27
Chapter 27

06:32


Chapter 28
Chapter 28

06:49


Chapter 29
Chapter 29

06:39


Chapter 30
Chapter 30

07:30


Chapter 31
Chapter 31

08:47


Chapter 32
Chapter 32

08:17


Chapter 33
Chapter 33

07:32


Chapter 34
Chapter 34

08:23


Chapter 35
Chapter 35

07:46


Chapter 36
Chapter 36

07:55


Chapter 37
Chapter 37

06:52


Chapter 38
Chapter 38

09:01


Chapter 39
Chapter 39

07:32


Chapter 40
Chapter 40

07:17


Chapter 41
Chapter 41

06:58


Chapter 42
Chapter 42

07:41


Chapter 43
Chapter 43

09:02


Chapter 44
Chapter 44

06:57


Chapter 45
Chapter 45

08:15


Chapter 46
Chapter 46

08:01


Chapter 47
Chapter 47

08:56


Chapter 48
Chapter 48

08:02


Chapter 49
Chapter 49

06:25


Chapter 50
Chapter 50

07:22


Chapter 51
Chapter 51

06:57


Chapter 52
Chapter 52

06:24


Chapter 53
Chapter 53

07:27


Chapter 54
Chapter 54

07:33


Chapter 55
Chapter 55

03:56


Chapter 56
Chapter 56

00:32