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Article

Looks at behavioural design and as an applied form of behavioural economics.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Article

Explores how individual contextual factors can influence a person’s behaviour and in turn provide new opportunities to nudge in a more nuanced and tailored way.

Article

Looks at the unintended consequences of behavioural science and identifies a series of wider-reaching holistic effects from nudging and steering behaviour which can have a significant impact on the overall outcome of a nudge or intervention.

Article

Looks at how the different types of framing have evolved over recent decades.

Article

Explores how framing effects can vary depending on the surrounding context and situation, on time pressure and on individual characteristics – particularly age and cognitive abilities.

Article

Looks at the latest understanding and findings around social norms messaging, breaking down developments over time into three stages.

Article

Looks at how our understanding of social norms has evolved and developed over many years of research and how it is evolving today.

Article

Looks at how our understanding of choice has, and is, continuing to develop so that the amount of choice on offer can be tailored in the optimum ways, depending on the context, and even the person.

Article

Looks at how behavioural science is currently being used to aid marketers and how it will be used in the future.

Article

Looks at the endowment effect and what factors seem to strengthen or weaken it or whether context matters.

Article

Looks at creating or changing default settings as one of the most powerful ‘nudges’ in any behavioural scientist’s toolbox, including its effects and how we can change or create new default settings.

Article

Aims to ‘de-bunk’ three key myths that have emerged in popular media by focussing on the facts – as per our current understanding – of system 1 and 2.

News

Framing is a powerful tool for making communication more persuasive and influential and one that has evolved over the years as psychologists have classified various different types; an understanding of these developments can help marketers use framin

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

News

The notion that consumers are paralysed by an excess of choice – the findings of the famous ‘jam study’ – is too simplistic; choice overload sets in at different points depending on the type of product or service being purchased.

News

The “endowment effect” – where someone who owns a good will value it more than someone who does not – has generally been put down to loss aversion, but new research suggests that there may be other explanations at play.

Article

The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Opinion

WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .

Research Paper

Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox.

Research Paper

Presents a case study in which combining conscious product-specific motivations and subconscious personal motivations yields the best results.

Article

Considers a model for brand growth that elevates Purpose, Innovation and Experience as the three key pillars of brand value beyond communications.

Research Paper

The purpose of this article is to offer an argument for a wider acceptance and adoption of online auto-ethnography—or auto-netnography as an alternative social media research method to online ethnography—or netnography—when undertaking consumer research.