Behavioural economics: To learn how to use it, you first have to try it

Tim Reid

The unconscious mind has a far greater influence on our conscious decision making than most people realise.

To learn how to use it, you first have to try it

Behavioural economics provides us with the most complete picture yet of how human behaviour is not rational. Tim Reid explains the first steps to using the discipline effectively in marketing

Where to start with behavioural economics? You probably already have, although you might not have realised it. Some of the best marketing and advertising works because of a quirk in human nature that was spotted by someone insightful long before we'd ever heard of behavioural economics.

The older among us might recall a Guinness commercial that ran about...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands