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...