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First Look: Shlomo Benartzi’s New Book, <em>The Smarter Screen</em>
Digital and Social Media | August 25, 2015

First Look: Shlomo Benartzi’s New Book, The Smarter Screen

Behavioral economist Shlomo Benartzis new book is set to launch on October 6, 2015, and it’s called The Smarter Screen: What Your Business Can Learn from the Way Consumers Think Online. Co-written with science writer Jonah LehrerThe Smarter Screen is being called “A must read for investors, business owners, and anyone else with a stake in how people make decisions in the digital age.”

The book continues Benartzi’s efforts to open new business possibilities, and help millions of people make the right choices. It promises to look at a wide range of issues and opportunities that touch on everything from retail and marketing to education and policy decision-making.

More on The Smarter Screen:

In the twenty-first century, every business is a digital business, which is why it’s so critical to understand how we think and behave online. In fact, the typical American office worker now spends the majority of his or her waking hours staring at a screen.

Acclaimed behavioral economist Shlomo Benartzi reveals a toolkit of interventions for the digital age. Using provocative case studies and engaging reader exercises, Benartzi shows how businesses can update their nudges to help consumers make better decisions on screens. Consider these solutions:

  • The tournament model used for Wimbledon and March Madness may help consumers identify what they want more easily. While most websites attempt to display as many options as possible, if people can select options from manageable rounds they tend to make better choices.
  • People are more willing to tell a gadget the truth about their risky health behaviors than an actual doctor. When dealing with sensitive subjects, the absence of human feedback—an absence made easy in an age of screens and machines—can be a great advantage.
  • The precise location of an option on a screen can have a massive impact on consumer choice. In many instances, locating an option in a screen hotspot can dramatically increase the likelihood that it is chosen. The same logic also applies to information, as certain layouts can dramatically influence our levels of attention.
  • Although most websites are designed to make the act of reading as easy as possible, Benartzi explains why this can be a big mistake. Sometimes, the careful use of ugly fonts and other forms of “visual disfluency” are an important way to boost reading comprehension and retention.
     
This book will help you transform the challenges of the digital world into powerful new opportunities that will drive your success in an age of screens.

Shlomo Benartzi's studies into digital behavior show how the cues, frames, and nudges that influence our choices on screens are drastically different from the ones that work in the analog world. In his talks, he shows us how to take advantage of this new world, how to revise our models of human behavior, and how to think differently about how we think. To book Shlomo Benartzi for your next event, contact The Lavin Agency
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