The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior
Written by Shlomo Benartzi
Narrated by Rob Shapiro
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About this audiobook
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.
Shlomo Benartzi
Shlomo Benartzi is a professor and cochair at the Behavioral Decision-Making Group of the UCLA Anderson School of Management. He is also the chief behavioral economist for the Allianz Global Investors Center for Behavioral Finance. Benartzi co-created with Richard Thaler the acclaimed Save More Tomorrow™ program, which makes it easy for employees to increase their retirement saving rate. The program is used by more than half of the large employers in the United States and has likely helped millions of American workers boost their retirement savings. Similar programs are gaining momentum globally, including in the United Kingdom, Australia, and New Zealand. Roger Lewin, PhD, is the author of more than twenty trade books, including the acclaimed Complexity: Life at the Edge of Chaos, and has been a collaborative author of more than half a dozen books in the areas of anthropology, cosmology, animal cognition, and behavioral economics. The Allianz Global Investors Center for Behavioral Finance is committed to empowering people to make better financial decisions. For more information, visit befi.allianzgi.com.
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