What we know about behavioural economics

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Behavioural Economics can provide valuable insights for marketers and explains patterns of customer behaviour. It helps brands to react to consumers' emotional demands and can rationalise seemingly incongruous actions. It can be leveraged to enhance brand perceptions and change consumer behaviour.


Behavioural science is the scientific study of human (and animal) behaviour. Behavioural economics applies psychological insights into human behaviour to explain the subconscious drivers of consumer purchase and intent which often contradict conventional economic principles.

Key insights

  1. Behavioural science offers consumer insight for brands during the cost of living crisis

Behavioural sciencecan give...

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