Behavioural economics: A nudge in the right direction

Behavioural economics was invented to try to understand the huge discrepancy between the rational behaviour predicted by economic and conventional marketing models and the observed consumer behaviour seen in real life.

A nudge in the right direction

Marketers have spent too much time focusing on persuasion models but, explains Rory Sutherland, by looking at behavioural economics and change techniques, they can regain their business reputation

About a year after I started work at OgilvyOne (which, back in those analogue days, was known as Ogilvy & Mather Direct) we performed a series of tests to determine whether mailings to BT customers should allow people to reply by telephone, by post or by their choice of either. I think the origins of the test may have lain in BT's understandable belief that, where...

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