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Index
Introduction
Part One: Understanding Human Behavior
1. Why Do We Behave the Way We Do?
2. Where Marketing and Research Fall Short
3. What Is Behavior Design?
Part Two: The Mindstate Behavioral Model
4. Activate the Goal
5. Prime the Need
6. Frame the Choice
7. Trigger the Behavior
Part Three: Applying the Mindstate Behavioral Model to Marketing
8. Applying the Mindstate Behavioral Model
9. Marketing to Mindstates
Conclusion
Appendix
Acknowledgments
About the Author
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