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Key reading

Behavioural economics

End of the beginning: Behavioural economics enters a new era of application

This article demonstrates how behavioural economics is being employed to improve public and business policies. It shows how governments are using robust experiments, seeing success in areas including energy savings, pensions enrolment and encouraging job seekers back to work.
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Seven principles of behavioural economics

Top tips on how behavioural economics can solve business problems, with links to relevant IPA case studies.

Subliminal influence

The difference between rational and impulsive decisions – and why most decision making is impulsive.

Herd-like copying is how brands spread

Mark Earls and Alex Bentley discuss why humans are social animals, who learn by copying others.

Implications of time-pressured consumers

How heuristics affect decision-making, and what marketing can do to influence this situation.


Latest articles

Brainy Bar 2: Gastroporn, implicit testing and the removal of uncertainty

This event report discusses neuroscience as an effective tool for marketers that can inform creative, better understand emotions, and move towards "more human communications".

A demonstration of structural choice modelling in a market research context

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.

A new measure of consideration set size: The average number of salient brands

This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire).

TripAdvisor's four rules for building the perfect app

This event report explains how TripAdvisor, the travel platform, has ensured its mobile app continues to meet the evolving needs of consumers.

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