Book (Practical) Economy BX Strategy Practical Behavioral Economics 2.0 / KOKUBUN Toshifumi / Ihara 克将

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Economics
BX is an abbreviation for Behavioral Insight Transformation. It refers to "transforming the way a company communicates in a way that fits with people's minds, starting from behavioral economics and psychology." This book is significantly different from previous books on behavioral economics in two ways.
First, it is an approach that seeks solutions to problems that people do not move with conventional marketing methods, such as global environmental problems, starting from "instincts" as well as from all scientific knowledge about the nature of people's minds. In addition, it attempts to answer this question to a certain extent and also explores realistic points.
Second, it is not a mere collection of theories, laws, and examples such as "0 0 Bias" and "0 0 Theory". It is written from the perspective of a consultant who supports solving problems, such as "how to draw sound insights from behavioral economics in order to solve management issues." It is not a simple list of academic knowledge. It is written from the perspective of a consultant who supports solving problems, such as "how to draw sound insights from behavioral economics in order to solve management issues." This book is written from the perspective of a consultant who supports solving problems, such as "how to draw sound insights from behavioral economics in order to solve management issues" (Behavioral Economics 2.0).
In this book, Chapter 1 analyzes "why people do not move" from the perspective of instinctive mechanisms. Based on this, Chapter 2 aims to solve business management issues in a practical manner. In addition, Chapter 2 explains the mechanisms by which social issues arise, the market size of BX, and global trends. Chapter 3 deals with how to identify the mental pressure points that move people (bottlenecks for behavior change). Chapter 4 explains how to push these mental pressure points (how to move people).
Chapter 5 and subsequent chapters present examples of how the BX approach can solve actual management issues, focusing on projects we have actually participated in. Specifically, Chapter 5 and subsequent chapters present examples of "encouraging SDGs behavior by consumers" (Chapter 5), "encouraging well-being by employees" (Chapter 6), "encouraging investors to invest in ESG" (Chapter 7), and "changing society through rule formation" (Chapter 8) in order to suppress unhealthy behavior and encourage companies to use renewable energy "(Chapter 8).