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 generally have good intentions to do some or all of the things that we know are good for us - but frequently procrastinate, delay and may end up failing to execute any of them. For example, most adults know exercise is good for them and would like to do more, yet global studies have shown that between...

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