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Key reading

Behavioural economics

End of the beginning: Behavioural economics enters a new era of application

This article demonstrates how behavioural economics is being employed to improve public and business policies. It shows how governments are using robust experiments, seeing success in areas including energy savings, pensions enrolment and encouraging job seekers back to work.
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BE Primer

An exclusive series explaining common concepts in behavioural economics.

Subliminal influence

The difference between rational and impulsive decisions – and why most decision making is impulsive.

Herd-like copying is how brands spread

Mark Earls and Alex Bentley discuss why humans are social animals, who learn by copying others.

The power of instant meaning for brand decisions

Why brands with an 'instant meaning' – from experience, imagery or associations – will be more successful.

Latest case studies

Scope: End the Awkward

This case study shows how Scope, a disability charity in the UK, increased awareness using a video content led campaign.

Age UK and John Lewis: The story of how the perfect partnership helped Age UK combat loneliness at Christmas

This case study describes a partnership between Age UK, a charity, and retailer John Lewis to highlight the social problem of older people being lonely at Christmas.

Headspace: Reword

This campaign shows how youth mental health foundation, Headspace, created Reword, a real-time alert for online bullying, to tackle it before it happens.

P&G Prestige: Smell My Neck

This case study describes a US campaign for Prestige, a fragrance brand, which used online video to highlight how smell is linked to memory and emotions.

Latest articles

Young Syrian consumer styles: implications for international marketers

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

What marketers can learn from the way heuristics impact ad effectiveness

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

A demonstration of structural choice modelling in a market research context

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.

Steering Healthier Lifestyles: Using the new behavioural science 'best sellers' to help participants and researchers tell a novel story

This paper describes how behavioural economics (BE) contributed to a UK qualitative research project for integrating a series of healthy-lifestyle support services into a single, holistic service.

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Monique Dolbin


Monique Dolbin
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Ed Pank

Asia Pacific

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