The Book—“Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses”—illustrates the application of behavioral principles to marketing
Chicago, IL—The AMA Foundation (AMAF) is thrilled to recognize “Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses” by Nancy Harhut as the 2023 Leonard L. Berry Marketing Book Award recipient. This award recognizes books published in recent years whose innovative ideas have had significant impact on marketing and related fields.
The 2023 Berry Book Selection Committee called “Using Behavioral Science in Marketing” engaging, well-researched, and actionable—“It’s a book I could imagine pointing to lots of people starting out in marketing and advertising because it has foundational concepts that will help them to avoid making common mistakes and to get quickly ahead. And it’s not just for people starting out, it serves as a good reminder for people who have worked in the business for years.”
“Using Behavioral Science in Marketing” shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. The book also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it’s also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.
Author Nancy Harhut is the Co-founder and Chief Creative Officer at HBT Marketing. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Along the way, she’s helped generate $68 million in incremental revenue for Nationwide, establish seven controls for the GM Card, and create one of H&R Block’s most successful campaigns.
Recognized for her work in B2C, B2B, and nonprofit, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. A frequent speaker at marketing conferences, she’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, Dubai, and all over the US, including several return engagements at SXSW. Prior to cofounding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks. She resides in Newton, MA.
Finalists for this award include “Brand Storytelling: Put Customers at the Heart of Your Brand Story” by Miri Rodriguez and “Marketing Artificial Intelligence: AI, Marketing, and the Future of Business” by Paul Roetzer and Mike Kaput.
This award will be honored with a special session with Nancy and finalists, Miri Rodriguez, Paul Roetzer, and Mike Kaput during the Virtual AMA Winter Academic Conference on February 20th and presented in-person at the 2024 AMA Winter Academic Conference in St. Pete Beach, FL, February 23-25, 2024.
For more information about this award or to submit a nomination for the 2024 award, visit https://www.ama.org/the-leonard-l-berry-marketing-book-award.
