书名：Switch: How to change things when change is hard 瞬变行为设计学

作者：Dan Heath；Chip Heath

出版社名称：Random House Business

出版时间：2011

语种：英语

ISBN：9781847940322

商品尺寸：12.9 x 2 x 19.8 cm

包装：平装

页数：320（以实物为准）

一本助您成功的|心理学“武功秘籍”；
行为设计时代已经到来，要想达成心愿，改变行为，影响他人，你应该来学一学行为设计！
什么是行为设计？斯坦福大学教授B.J.福格提出的前沿心理学理论，创业圈、投资圈人士纷纷推崇，福格的多位学生更是用这套理念自主创业，成为了百万富翁。行为设计基于对人类思维习惯的研究，间接地设计干扰，影响行为和决策。习惯改变、用户体验、广告创意、产品设计、员工管理……都离不开设计。如何设计轻松而高效的改变？《零成本改变》基于各种改变难题，为改变者提供了一系列思考逻辑和设计思路。在所有成功的改变中，有3个要素必不可少：理智、情感和情境。理智。给予明确的指示，人们才知道怎么行动。如果想让员工改变，不要说“所有人都打起精神”，而应该说“每月至少与客户对话125次”。情感。找到感觉，缩小改变幅度，设计激励，人们就会改变。情境。人的问题，常常是情境问题。改变环境，设立行动触发机制，培养习惯，召集同伴，改变就容易些。这是一本突破认知，集心理学、行为经济学、行为设计学、认知科学、神经科学的经典著作。

We all know that change is hard. It's unsettling, it's time-consuming, and all too often we give up at the first sign of a setback. But why do we insist on seeing the obstacles rather than the goal? This is the question that bestselling authors Chip and Dan Heath tackle in their compelling and insightful new book. They argue that we need only understand how our minds function in order to unlock shortcuts to switches in behaviour. Illustrating their ideas with scientific studies and remarkable real-life turnarounds - from the secrets of successful marriage counselling to the pile of gloves that transformed one company's finances - the brothers Heath prove that deceptively simple methods can yield truly extraordinary results.
Dan Heath is a senior fellow at Duke University’s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina. Dan and his brother Chip have written four New York Times bestselling books: Made to Stick, Switch, Decisive, and The Power of Moments. Their books have sold over two million copies worldwide and have been translated into thirty-three languages.

Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California.