People are complex beings and so is behavioural change, but you’ll be able to do more than you think possible. And once you understand how people arrive at decisions, you will find yourself with gold in your hands.
Marketeers, policy-makers, HR-professionals, managers – and also even you yourself. Almost all of us are coping with the question how we might influence human behaviour. One thing is clear: changing behaviour is pretty difficult. But why is this so? And how might you in fact manage to do it?
This book is both a masterclass and a toolbox combined. You are trained in an accessible method, and will learn what principles and mechanisms you may use in order to stimulate desirable behaviour. Before you know it, you’ll be bursting with ideas in order to have a pleasant go at tackling your problem and helping people to make better choices.
Astrid Groenewegen is oprichter van SUE | Behavioural Design, een strategisch innovatiebureau gespecialiseerd in gedragsverandering. Haar officieel erkende Behavioural Design Academy trainde meer d... Meer