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Behavioural insight

Brands are increasingly interested in forms of behavioural insight, as marketers look for ways to influence consumer behaviour as well as attitudes. Behavioural economics, for example, is one of the most prominent areas of behavioural research. It claims to explain patterns of customer behaviour and can provide valuable insights for marketers. Behavioural economics has been applied successfully by several governments, though examples of successful commercial application by brands arguably remain relatively rare.

Key Reading

Important papers from across the Warc database

The lessons from behavioural science reveal much about the formation of habits. There are six strategies that marketers can employ to build, maintain and disrupt consumers' routines.
An exclusive series explaining common concepts in behavioural economics.
The difference between rational and impulsive decisions – and why most decision making is impulsive.
Why brands with an 'instant meaning' – from experience, imagery or associations – will be more successful.

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