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MicroStimuli by Biju Dominic

MicroStimuli by Biju Dominic : The New Science of Persuasion

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For thirty-six years, BIJU DOMINIC has pursued a single quest: to understand what shapes human behaviour. He spent his first seventeen years in top advertising agencies, practising the craft the traditional way. In 2007, he co-founded FinalMile Consulting, now a Fractal Analytics company, to break with convention, fusing neuroscience, behavioural economics and design into a new language for behaviour change.

Today, he plays on the new frontier where neuroscience, artificial intelligence and design meet. A simple conviction drives him: the better we decode the brain’s master algorithm, the smarter our persuasion strategies will be. Over the past nineteen years, he has applied this new approach to mitigate major behaviour challenges around the world.

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Description

MicroStimuli by Biju Dominic

What could connect the grim statistic of ten daily deaths on Mumbai’s railway tracks with a breezy, 30-second ad encouraging us to reach for a salad instead of fries, and to the research of Richard Thaler, the Nobel Prize-winning pioneer of behavioral economics? These questions form the beating heart of MicroStimuli, a book that offers a revolutionary perspective on behavioral change. This book brings together research across disciplines to present a unified concept of MicroStimuli, not merely in theory but with robust case studies. It demonstrates how MicroStimuli, as small, precise behavioral triggers, can help policymakers, businesses, and individuals drive meaningful change in areas where conventional approaches have fallen short.

Additional information

Writer

Biju Dominic
Binding

Paperback
Language

English
Pages

272
Publication date

11-05-2026
ISBN

978-0143475552
Publisher

‎ Penguin Business

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