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# Highly Recommended《Bran-New + Hardcover Edition + The Hidden Patterns Behind The Way We Make Decisions》Scott De Marchi & James Hamilton - You Are What You Choose : The Habits of Mind that Really Determine How We Make Decisions

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4 months ago oleh trustedplatform

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RM22

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14 Suka

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This insightful and eye-opening book with wealth of fascinating ideas is a bran-new hardcover edition book. It is still wrapped with new-book plastic wrapper. The original new book is sold at usual price RM97.89 (Hardcover). Now here Only at RM22. “On the surface, decisions about driving, eating, investing, and voting look very different. Yet the traits model shows that these decisions share many common elements, so that a given person will approach each of them in the same way. This means that the choices about products and people and politics can be combined systematically and used to predict what a person will buy or believe.” Several recent books, from Blink to Freakonomics to Predictably Irrational, have examined how people make choices. But none explain why different people have such different styles of decision making—and why those styles seem consistent across many contexts. For instance, why is a gambler always a gambler, whether at work, on the highway, or in a voting booth? Scott de Marchi and James T. Hamilton present a new theory about how we decide, based on an extensive survey of more than thirty thousand subjects. They show that each of us possesses six core traits that shape every decision, from what to have for lunch to where to invest. We go with “the usual” way of deciding whenever there’s a trade-off between current and future happiness, when facing the risk of a bad outcome, or when a choice might hurt other people. We’re also consistent about how much information we want and how much we care about the opinions of others. Readers can determine their own decision-making profile with a test in the book. Once they understand the six core traits, they’ll have a big advantage in their marketing campaigns, management strategies, investments, and many other contexts. It basically argues that our choice/ decision when it comes to many things e.g. buying a car, embracing an ideology, supporting minorities etc, although on the surface seem random, there lies a hidden TRAITS that we can understand further. You are likely familiar with the concept of personality, behavioral or communication styles as three of the many models that help us understand ourselves and others. This book introduces a six-part model – TRAITS – to help you understand what factors are valued in most any decision process. The TRAITS are stand for : T - Time R - Risk A - Altruism I - Information T- meToo S -Stickiness The book then talks about how to use this information from a marketing and sales perspective to help you target buyers and markets. While not everything in the book is brand new, there is much that is valuable and the TRAITS model is helpful. In addition, the book uses a wide variety of interesting examples, ala Made to Stick or Freakonomics, which is both smart from a marketing perspective and makes for a better read. Many read this book with two lenses – as a marketer, as I believe the book was intended, but also as a leader. After all, as leaders, we are in the business of not only making decision, but helping others do the same. The first portion of the book is extremely useful for leaders. The last portion is even more focused on how to use the model from a marketing perspective, and as such may be less relevant from a strictly leadership perspective. Overall readers found the book a good, relatively short, read, and quite useful on several levels. If what I’ve said intrigues you at all, I encourage you to pick up a copy. Highly recommended. there is something to learn here if you like human profiling, body language kind of stuff. About the Author Scott de Marchi is an associate professor of political science at Duke, where he also heads the program for advanced research in the social sciences. James T. Hamilton is the Charles S. Sydnor Professor of Public Policy at Duke University, as well as a professor of economics and political science.

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