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Habit: The 95% of Behavior Marketers Ignore [Kindle Edition]

Neale Martin
4.3 out of 5 stars  See all reviews (22 customer reviews)

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Book Description

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



Editorial Reviews

From Publishers Weekly

In his first book, communications consultant-to-the-stars (Sprint, Nextel, Cisco, Nortel, TI, Motorola) and "expert in consumer behavior" Martin uses ideas from the worlds of science, technology, psychology, history, philosophy and business to demonstrate how a consumer's unconscious controls most of his or her behavior. As a result, Martin argues, companies large and small are wasting money and energy engaging the wrong part of the brain-rather than worrying over expected behavior or ultimate satisfaction, marketers should focus on how buying habits form through simple, time-tested methods like reward and repetition. How else would brands like Microsoft-infamously frustrating but ingrained in the culture-and Starbucks coffee-overpriced but ubiquitous (and literally addictive)-make it? In a reportorial style fit for both marketing executives and savvy consumers, Martin presents interviews with marketers, researchers and scientists that outline the principles supporting his method, delineating the executive mind from the habitual (unconscious) mind, exploring how an ideal product like the iPod targets both minds, and providing a blueprint for creating habitual buyers. Martin's argument requires readers to suspend some long-held beliefs about consumers, but rewards them with some eye-opening perspective.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From the Back Cover

“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

 


Product Details

  • File Size: 285 KB
  • Print Length: 208 pages
  • Simultaneous Device Usage: Up to 5 simultaneous devices, per publisher limits
  • Publisher: FT Press; 1 edition (November 25, 2009)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B004LB5J14
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #743,270 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
32 of 35 people found the following review helpful
2.0 out of 5 stars Could Do Better July 31, 2010
Format: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 the paltitudes offered by this book.

Perhaps the most annoying thing about this book is that it has a few sporadic footnotes, but then will have pages and pages of unsupported material - why bother with the few footnotes. Either have a properly referenced text, or don't waste our time.

Overall very disappointing.
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12 of 15 people found the following review helpful
5.0 out of 5 stars Must Marketing Reading July 25, 2008
Format:Hardcover|Verified Purchase
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, this book is more than a theory but is in fact an overlooked reality of customer behavior.
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4 of 4 people found the following review helpful
3.0 out of 5 stars Some big ideas, easy to digest June 19, 2012
Format: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!
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3 of 4 people found the following review helpful
Format:Hardcover
This book was kind of good. It was certainly better than OK, but it didn't set my world on fire. Its message is something any marketer should consider. However, I wasn't particularly impressed with the author's writing ability. Some of the chapters were overly technical. Some of the points made are arguably bunk. And I didn't think the chapters flowed from 1 to 13.

What I got from this book is that marketers can sell to customers one product at a time (and waste their time and money). Or they can sell to the customer the first time and let the customer habitually buy the product on autopilot thereafter. Some call this "Customer Loyalty Marketing." It would be nice if there really was a way to do the second way exclusive of the first. But I don't think it can be done.

If you are a stock trader trying to make a buck playing with stock, then you can read books that advocate Technical Analysis. And you can read books that advocate Fundamental Analysis. Each book will probably say their way is better. However, in reality, the most successful traders are ones who use both ways to analyze stocks. I mention this because I think the best marketers are the ones who have marketing plans that involve selling one product at a time and also involve creating purchasing habits in their customers. By the way, the book's title probably should have been PURCHASING HABITS, and not just "Habit."

The instant book being reviewed seems to promote the idea that marketers are wasting their time selling one product at a time. And it does this without writing a clear easy-to-follow set of chapters that do not build upon each other. As a result, I don't buy into the author's message.
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Most Recent Customer Reviews
5.0 out of 5 stars Recommended read for product developers and executives
Informative read that does a nice job of explaining why some things take off and others don't. Neale Martin does a nice job illustrating this concept through stories and real-life... Read more
Published 4 months ago by Christoph Trappe
4.0 out of 5 stars Four Stars
Comfortable and good price.
Published 4 months ago by james hu
4.0 out of 5 stars Keep ahead of the pack
Insightful, powerful, I agree with the author, significant advantages to understanding and applying this in your business.
Published 6 months ago by Joel
4.0 out of 5 stars Very Insiteful
The money spent is well worth the content. Don't let the unappealing cover for you. It is worth your reading time.
Published 18 months ago by VegasBikeRacing
5.0 out of 5 stars States the obvious but overlooked idea that complicated market...
States the obvious but overlooked idea that complicated market analysis doesn't explain the bulk of sales. Most stuff is sold automatically if you don't mess things up.
Published on December 2, 2012 by H. H. Johnson
2.0 out of 5 stars I would prefer Power of Habit over this one
I read Power of Habit (The Power of Habit: Why We Do What We Do in Life and Business) before this book. Power of habit gave really good insights. Read more
Published on September 2, 2012 by cool_einstein
4.0 out of 5 stars Great story- where is the support?
Most reviewers have gone overboard on this book rating it very highly indeed. Retail guru Herb Sorensen rates it a top 5 book on marketing. Read more
Published on December 11, 2010 by Tastydogs
5.0 out of 5 stars Best By Far!!!
this book is wonderful for the creative thinker....he does take you into the way the mind works and how to keep a permanent customer, not just the surface work of attracting them,... Read more
Published on August 7, 2010 by V. Bell
4.0 out of 5 stars interesting book
challlenged my thinking. related lots of what he said to a teacher's goal of having the children "buy into" what I'm teaching.
Published on July 2, 2010 by kindergarten teacher
4.0 out of 5 stars excelent
It has concepts that you do not found in the 20 others books about neuromarketing.
About the aplication of the concept it needs more practicle examples about how to do... Read more
Published on June 17, 2010 by Luis Ivan De Lara
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