Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 23: Nudging healthy choices with the 4Ps framework for behavior change

Zoë Chance, Ravi Dhar, Michelle Hatzis, Michiel Bakker, Kim Huskey and Lydia Ash

Abstract

In this chapter, we share the 4Ps Framework for Behavior Change, designed to organize research findings to make them more easily applicable in the real world. We offer levers the well-meaning planner can employ to support the healthy intentions of others, and share examples of how the 4Ps Framework is being applied at Google. Although our examples focus on nudging people toward healthy food choices, similar strategies can be used to nudge people’s behavior in any direction that supports their own intentions. We offer advice for influence one-time decisions via (1) the combination of choices offered, (2) the choice environment, and (3) communication about the choices. We also offer advice on supporting individuals in the development of good habits, to make better choices in any time or place.

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