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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

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).

Magic shopper moments

This article argues that advertisers must create a communication infrastructure based around the customer (described as a new 'insta-Shopper'), enabling brands to act 'in the moment' to affect real-time decision-making and sales.

Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase

This paper examines a research project focused on building a body of research that shows what impact the in-store experience in eateries has on beverage choice in order to empower companies to drive sales more effectively.

The complexities of "free" and how brands are tapping into Eudaimonia

This event report considers areas of marketing in which psychology has an important role to play in understanding consumer behaviour.

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