Behavioural change: I'll have what she's having

Changing human behaviour is much harder to deliver than anyone imagines and most attempts at changing organisational behaviour generally fail.

Behavioural change: I'll have what she's having

Mark EarlsAlex Bentley, University of Bristol

Mass behavioural change can be achieved by recognising the human instinct to copy other people's choices.

Most marketers today face a constant pressure to improve the impact of their activities on consumer behaviour, but it is just much harder to deliver than any of us imagine. Most of us struggle to bring any lasting change to what consumers do in their lives (which is why magazines such as Admap continue to thrive, providing useful insights and practical tools).

In fact, most...

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