Behavioural insight

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What we know about consumer decision making

Article • WARC Best Practice, December 2018

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

What we know about behavioural economics

Article • WARC Best Practice, December 2018

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

How to use behavioural science to build new habits

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Telkom: Fraud or Not? Fraud Awareness

Case Study • SABRE Awards, Africa, Employee Communications, Gold, 2019

Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

Nestlé: MonnBienKale

Case Study • SABRE Awards, Africa, Eastern Africa, Gold, 2019

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

UL Firefighter Safety Research Institute: UL Close Before You Doze

Case Study • SABRE Awards, North America, Public Education, Gold, 2019

UL Firefighter Safety Research Institute (FSRI) created authentic content to spread awareness of the importance of closed doors in house fires to its US audience.

Washington Traffic Safety Commission: Reducing Distracted Driving in Washington State

Case Study • SABRE Awards, North America, Government Agencies, Gold, 2019

Washington Traffic Safety Commission (WSTC) launched a new distracted driving law, making it illegal to hold or use a cell phone while driving in the state, resulting in a 40% reduction in people touching their phones while in a car.

Launching the Alliance to End Plastic Waste

Case Study • SABRE Awards, North America, Chemicals & Industrials, Gold, 2019

The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.

Patagonia & Levi Strauss & Co: Time to Vote

Case Study • SABRE Awards, North America, Retailers, Gold, 2019

Patagonia and Levi Strauss & Co, two clothing brands, launched a campaign across social media and print ads in the New York Times that encouraged US citizens to vote by enlisting the support of CEOs.

HealthyWomen: The HealthiHer Movement

Case Study • SABRE Awards, North America, PR Agency Marketing, Silver, 2019

HealthyWomen, a non-profit women’s health organisation, encouraged American women to look after their health by conducting a nationwide health survey and promoting the results through social and its website.

How Facial Coding helps to Optimize Communication: Emotions as strong predictors of communication effectiveness for FMCG

Research Paper • Massimo Sarcina, Esperanza Vallejo, Catalina Bonnet and Joaquín Tapia, ESOMAR, Latin America, 2019

Alicorp, the consumer goods company, used the brain theories System 1 and 2, and facial coding tests to understand how to make their ads more effective in Peru.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

Behavioral design: psychology as a tool for marketers

Article • Carin Fredlund, WARC Best Practice, April 2019

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

How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Research Paper • Stacy Wood, Stefanie Robinson and Morgan Poor, Admap, April 2019

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

New Frontiers in Behavioural Science: The past, the present and the future

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, March 2019

Looks at how behavioural science is currently being used to aid marketers and how it will be used in the future.

A new 'wearout' standard for a new era of advertising

News • 15 March 2019

Established assumptions about advertising wearout are in doubt following changes in the media ecosystem, a study in the Journal of Advertising Research (JAR) has argued.

Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Are consumers eating their feelings? How memory and emotion create stronger brand connections

Article • Amy Shea and Emily Higgins, WARC Webinars, February 2019

Amy Shea, director of brand experience at Ameritest, and Emily Higgins, vice president of client services at Ameritest, discuss how marketers can build emotion and drive choice in their categories.

Tinder: #RepresentLove

Case Study • SABRE Awards, Best in show #1, In2, 2019

Tinder, a mobile dating app, increased app downloads globally by launching interracial couple emojis to highlight its commitment to diversity and love.

The Higgs boson of creative effectiveness

Article • Orlando Wood, WARC Webinars, January 2019

Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term.

Barilla: Look for yourself

Case Study • Viviana Sampugnaro, WARC Media Awards, Entrant, Best Use of Data, 2018

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

World Cancer Research Fund UK: Attractive to Cancer

Case Study • Direct Marketing Association - UK, Bronze, 2018

World Cancer Research Fund International (WCRF), a cancer charity, jolted people in the UK out of the apathy and cynicism associated with healthy eating by showing them how having a bad diet can be a cancer risk.

Virgin Holidays: Return Home Journey

Case Study • Direct Marketing Association - UK, Bronze, 2018

Virgin Holidays, a tour operator, encouraged UK holidaymakers to combat the low they felt after returning from a trip by booking their next journey with Virgin Holidays rather than short-haul carriers.

Greenpeace: Ocean of the Future

Case Study • Direct Marketing Association - UK, Silver, 2018

Greenpeace, the non-governmental organisation, raised awareness around the UK outside of their core audience to drive people to sign their petition against supermarket plastic waste.

What we know about consumer decision making

Article • WARC Best Practice, December 2018

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
How to apply behavioural science to build more effective everyday communications

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.
How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
How to use behavioural science to build new habits

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.