Behavioural economics: Return of the hidden persuaders

The public's trust in businesses has been eroded by the credit crunch and the subsequent banking scandals.

Return of the hidden persuaders

Nick Baker

Companies need to rethink how they communicate with customers. It is time to take a bold view of their role in our shared culture, rather than rely on semi-scientific methods to justify marketing strategies

Trust has become a big issue in business, with survey after survey showing that the public's faith in commercial organisations has declined, ever more so in the wake of the credit crunch with its banking scandals.

In this critical period for the public acceptance of corporate behaviour, management should think long and hard about the most appropriate compromise between...

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