Descript |
xviii, 213 pages : illustrations ; 23 cm |
Content |
text |
Media |
unmediated |
Carrier |
volume |
Contents |
pt. 1. Which behaviour to change? -- The dark arts : an overview of advertising -- Definition : identifying the behaviour you want to change -- Thoughts, feelings, and actions : using action to change behaviour -- Action spurs : sometimes we need a little kick -- pt. 2. Motivation action spurs -- Reframing : it's not what you say, it's how you say it -- Evocation : can you feel it? -- Collectivism : everyone else is doing it -- Ownership : what do you think? -- Play : the world is a game -- Utility : no more empty promises? -- Modelling : monkey see, monkey do -- pt. 3. Ease action spurs -- Skill up : Stop the "I don't know how" -- Eliminate complexity : knock down the hurdles -- Commitment : how a small request leads to a bigger agreement -- pt. 4. How to be good -- Using your powers for good. |
ISBN |
9780195593921 |
|
0195593928 |
|