Making better decisions: The role of behavioural economics

In this introduction to IPA Adworks 18, the authors discuss the use of behavioural economics in the case studies recognised by the 2009 IPA Effectiveness Awards.

Making better decisions: The role of behavioural economics

By Rory Sutherland

IPA President and Vice-Chairman Ogilvy Group

Nick Southgate

IPA Behavioural Economics Consultant

What this book shows is generally wonderful, uplifting and optimistic. It demonstrates that conventional agencies can bring the same level of inspired genius to hatching an idea for an egg-shaped tamagotchi that they traditionally applied to making a lavish 30-second film.

In almost all these cases we see people mastering a whole new media ecosystem successfully, and deploying it in wholly new ways – to nudge and to seduce as well as to persuade. The people whose...

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