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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

Monarch: A colouring book that relaxes you like a holiday

This case study details how Monarch Airlines, a British holiday airline, increased bookings and brand awareness in the UK through themed marketing.

Water Aid: Your £1 locker fee could help save lives. Do you really want it back?

This case study describes a campaign by the charity WaterAid in the UK which asked people to donate the £1 they had already spent in changing room lockers.

Australian Government – Department of Social Services: Violence Against Women: Let's Stop it at the Start

This case study shows how the Australian Department for Social Services increased awareness and drove action among citizens by demonstrating how verbal disrespect toward women was intimately linked to domestic violence.

Milk West: Snack Time

This case study details how Milk West, a group of four provincial milk marketing boards in Western Canada, developed content that changed behaviours in the youth target.

Latest articles

Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

What we know about Gamification as a research method

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation versus Institutionalized Word of Mouth

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers: An Investigation Into the Effects of Advertising on High-Cognitive-Elaboration Donations

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

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