- Marketers must clearly define the behavioural response required by the customer and pinpoint any potential behavioural barriers.
- It is then essential to analyse the context in which the communications will be received, read and acted upon.
- Conduct a behavioural economics audit of the communications, analysing and optimising it using insights from behavioural science, to prepare for pilot and testing of the optimised version.
- Seven key concepts from behavioural science – choice architecture, salience, anchoring, framing, chunking, cognitive ease and social norms – are also covered....
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