Nancy traces her interest in people's emotional changes to coping with her overprotective mother.

shaownhasane · Post by **shaownhasane** » Mon Jan 20, 2025 3:36 am

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Why should marketers care about behavioral science?
"Why do people do what they want?" This fundamental question has always fascinated Nancy Harhout, author of "Using Behavioral Science in Marketing." As co-founder and CEO of HBT Marketing, Nancy created an agency to answer this question and leverage behavioral science insights to develop more effective campaigns and increase customer engagement.

She must constantly justify her actions and justify herself from engaging in normal teenage activities. This experience gave her a keen interest in how to persuade and change other people's minds.

Years later, as her marketing career progressed, Nancy discovered Dr. Robert Cialdini’s seminal book Influence: The Psychology of Persuasion and immediately saw application in her client work to drive marketing success. This book details the psychology behind people saying "yes," distilling scientific research into brief principles that any communicator can utilize.