Richard Shotton and Mark Earls, WARC Webinars, July 2018
Richard Shotton, author of The Choice Factory, and Mark Earls, author of "The Herd", "Copy, Copy, Copy" and more, discuss why – despite the heightened conversation and excitement around behavioural economics – it's still rare to find these theories cited among the case studies of the best work in advertising.
SYDNEY: An understanding of how behavioural economics impacts consumer choices can help marketers build a better customer experience and keep their brands top of mind, according to an expert in buying behaviours.
Robert Thackerey, WARC Exclusive, June 2018, pp. 47-47
This book by Richard Shotton presents 25 behavioural biases that influence everyday decision-making and, with its comprehensive scope, aims to make behavioural unpredictability much easier to navigate and negotiate.
BANGKOK: Brand relaunches carry a significant risk of losing existing customers to rivals and it can take a long time to win them back, but Unilever found the use of nudge theory can help make the change almost seamless.
Ramanathan Vythilingam, ESOMAR, APAC, 2018
Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.
Reveals the results of long-term research that used behavioural science and sales messages to create sales triggers, testing them across the product categories of chocolate, tea and cheese, in three digital environments.
Juliana Oliveira and Maria Carolina Rodrigues, ESOMAR, Latin America, 2018
This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.
BEST OF 2017: Behavioural economics may be a relatively young market research discipline, but it is proving to be influential to advertising as its use in measurement and strategy development continues apace.
Jonathan Dodd and Matt Robins, Admap Magazine, September 2017, pp. 22-25
This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.