Brain Game: Behavioural economics - the complete picture?

This article describes behavioural economics as a collection of insights that has much to add to traditional consumer research, but is far from a complete, self-contained answer to why people behave the way they do.

Brain Game: Behavioural economics – the complete picture?

Darren Bhattachary, Mark Francas, George Kyriakopoulos, Adhil Patel and Anjali Puri

The picture here shows a young couple taking part in one of shopping's great rituals – the search for an engagement ring. It's a routine that's been established in the consumer mainstream since the late 1930s – and you would think that by now we would have a pretty robust idea of what takes place on such occasions.

However, our view of this and other familiar shopping scenes has been transformed in recent years. We now know that an unseen...

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