How behavioural economics helps us to live healthier lifestyles

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Many of us want to lose a little weight and get fitter, stop smoking, drink less, eat more healthily - but struggle to put that into action in a sustainable way.

Behavioural scientists define this problem simply as the 'Intention-Action' gap - we gene

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