How behavioral economics explains marketing

This event report outlines how behavioral economics can help marketers better understand and engage consumers.

The solution: Nivea skin cream can protect children from damage from the sun.

The problem: When kids go to the beach, the last thing they want to do is spend time slathering on gooey stuff and waiting 15 minutes before they can get into the water.

"It's a stubborn problem," allows Matthew Wilcox, Founder/Executive Director of FCB's Institute of Decision Making. In fact, whatever their age, "People don't want to give up fun now for protection in the future. It's very difficult to get people to do things for future benefits."

Matthew Wilcox, Founder/Executive Director of FCB's Institute of Decision...

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