Behavioral design: psychology as a tool for marketers

Looks at behavioural design and as an applied form of behavioural economics.

Need to know

  • This article looks at behavioural design, that is designing services, products and processes to make it easier for consumers to make desired decisions. Behavioural design is an applied form of behavioural economics.
  • The goals of behavioural design are to change behavior, not attitudes. It can be applied to encourage a behavior, stop an unwanted behavior or to form a new habit.
  • Proponents of behavioural design believe that you should not engage in motivation-enhancing efforts like coupons and discounts. Instead, it is important to lower the thresholds for a changed behaviour.
  • Techniques to enable easier consumer decision making...

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