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THE SMARTER SCREEN : Surprising Ways To Influence And Improve Online Behaviour
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The Smarter Screen : Surprising Ways to Influence and Improve Online Behavior

Jonah Lehrer, Shlomo Benartzi
Brand-new, Hardcover

RM28.00

Reveal The Visual Biases & Behavioral Patterns That Influence Decision-Making When We’re on Online Screen

Availability: In stock

Additional information

ISBN 9781591847861
Publisher Penguin Putnam Inc
Publication Date 16/11/2015
Pages 256
Weight 408 g
Dimension 23.1 × 15.5 × 2.5 cm
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Description

This New York Times & Wall Street Journal Bestseller in hardcover edition is a bran-new book and nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM124.73. Now here Only at RM28.

Before reading this book, you can view the Author TED Talk video : The Smarter Screen on the following link :

A leading behavioral economist reveals the tools that will improve our decision making on screens

Office workers spend the majority of their waking hours staring at screens.

Unfortunately, few of us are aware of the visual biases and behavioral patterns that influence our thinking when we’re on our laptops, iPads, smartphones, or smartwatches.

The sheer volume of information and choices available online, combined with the ease of tapping “buy,” often make for poor decision making on screens.

In The Smarter Screen, behavioral economist Shlomo Benartzi reveals a tool kit of interventions for the digital age.

Using engaging reader exercises and provocative case studies, Benartzi shows how digital designs can influence our decision making on screens in all sorts of surprising ways.

For example:

● You’re more likely to add bacon to your pizza if you order online.

● If you read this book on a screen, you’re less likely to remember its content.

● You might buy an item just because it’s located in a screen hot spot, even if better options are available.

● If you shop using a touch screen, you’ll probably overvalue the product you’re considering.

● You’re more likely to remember a factoid like this one if it’s displayed in an ugly, difficult-to-read font.

Drawing on the latest research on digital nudging, Benartzi reveals how we can create an online world that helps us think better, not worse.

Benartzi’s insights about usage and experience in the online world and what it means for how and why we interact (or don’t interact) is quite insightful.

He emphasizes the different decisions that designers make in constructing websites and apps that could enhance our user experience.

Sometimes, they are as simple as where to place action buttons, other times, they emphasize how to reduce confusion and elicit clearer understanding by visitors.

In total, the book calls upon a variety of research of the last two decades to help us shape a virtual landscape that helps us rather than hinders us.

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Review From Webmindset

Most of us now spend a majority of our waking hours watching screens: Mobile screens, Laptop screens or TV screens.

So it’s interesting and critical to study the ways in which people think differently on the screens.

Such studies can help online marketers to influence online behavior while developing a rich body of knowledge on designing more effective choice architectures.

Shlomo Benartzi has done an excellent job in using insights from behavioral economics to explain how people respond to digital information on a screen.

He goes far beyond the shallow popular criticisms of the new technologies and tries to analyze the ways by which these technologies affect our behavior and our economies.

Attention scarcity is the first result of the new digital gadgets. An important concern that Benartzi expresses using a famous quote from Noble-prize winner Herbert Simon:

“A wealth of information creates a poverty of attention”

In the world of screens, the first impression is one of the most powerful shaping forces in managing attention flow, a critical point that should be seriously considered by digital designers as well as authors.

The book is rich in collecting and reporting fascinating research showing how our mind processes information in the new digital world.

A world that is full of digital screens and people who are craving for the fastest and easiest way to receive and digest information.

The smarter screen somehow reminds me the theme of Dan Ariely’s Predictably Irrational. The irrational humans of the physical world have found a new place to live and evolve their long-lived irrationality.

The irrational humans of the physical world have found a new place to live and evolve their long-lived irrationality.

As a reader who is interested in content strategy, the core message of the book can be stated as follows:

In the world of endless possibilities for finding the desired content, better curators would have a greater chance of success. In other words:

While the last decade was belonging to search engine specialists, the content curators would reign the next decade.

“What makes businesses such as Uber and Amazon so disruptive is nothing other than the magical power of the screen. Change the interface and our behavior changes. We like to believe that our preferences exist independently of the medium in which we express them. But as this book so brilliantly explains, this is very far from the truth.”
— RORY SUTHERLAND, vice chairman, Ogilvy & Mather UK

About the Author
SHLOMO BENARTZI is a professor and cochair of the Behavioral Decision-Making Group at UCLA’s Anderson School of Management. He is the author of Save More Tomorrow and Thinking Smarter. He has extensive experience applying behavioral economic insights to the real world, having increased the savings rates of millions of Americans through his work with Richard Thaler on Save More Tomorrow, and has advised many government agencies and businesses.

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