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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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BE Primer

An exclusive series explaining common concepts in behavioural economics.

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.

The power of instant meaning for brand decisions

Why brands with an 'instant meaning' – from experience, imagery or associations – will be more successful.




Latest case studies

safefood: Reaching the unreachable. Convincing the inconvincible. Persuading all sexually active women, not just those planning a family, to take folic acid daily.

This case study describes how safefood, a public food safety and healthy eating body in Ireland, changed the conversation around the use of folic acid with a digital, educational campaign.

Sportsbet: The Idea that cost Sportsbet Millions

This case study describes how Sportsbet, the Australian online betting shop, took the lead on responsible gambling.

NSW Rural Fire Services: From Apathy to Action

This case study looks at Australia's NSW Fire Service, who brought citizens out of apathy and into action by targeting houses at high risk of bushfire and repositioning action as the inescapable right choice.

Beyondblue: It's not you, it's your brain: encouraging young people to seek support for mental illness

This case study describes a campaign from beyondblue, an Australian non-profit working in mental illness, that leveraged its proprietary insight to 'blame the brain' to help young people understand that their illness is not who they truly are.

Latest articles

Officeworks: Creating a customer-centric brand

This case study describes how Officeworks, an office supplies chain, achieved record growth by shifting its focus from being product-centric to customer-centric.

Behavioural Economics Primer: Paradox of choice

This article provides an overview of the behavioural economics concept of the paradox of choice, the fact that while we think more choice would make us happy, the reality is that it often doesn't.

Young Syrian consumer styles: implications for international marketers

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

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".

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com