Maritz’s first Chief Behavioral Officer is building on ‘nudges’
Although still relatively rare among enterprises, behavioral science has gained a foothold because it helps decode why people make choices.
Researchers have discovered that consumers make different choices when they choose via different means.
For instance, people ordering food through a tablet or by writing it down tend to make healthier choices. When they order verbally, they more often choose higher-calorie dishes.
When selecting accessories for a car by swiping choices on a tablet, customers generally pick more items that can be considered luxurious than they do when clicking choices with a mouse on a computer.
Whatever the reasons behind these behaviors, knowing how people respond in different situations can impact how sales and other choices are designed. And it’s the reason why sales and marketing services firm Maritz recently appointed its first Chief Behavioral Officer, Charlotte Blank.