Article
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WARC Best Practice, March 2018
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.
Article
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WARC Best Practice, August 2017
This article 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.
Article
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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.
Article
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WARC Best Practice, July 2017
This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
Case Study
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SABRE Awards, Gold, APAC, Energy & Natural Resources, 2018
Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).
Case Study
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SABRE Awards, Gold, APAC, Japan, 2018
JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.
Case Study
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SABRE Awards, Gold, APAC, South-East Asia, 2018
Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.
Case Study
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SABRE Awards, Gold, APAC, Issues Management, 2018
Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.
Case Study
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SABRE Awards, Gold, APAC, Social Media/Social Networking Campaign, 2018
The Vodafone Foundation, a charity focused on delivering public benefit through the application of technology, increased awareness of its cancer research app DreamLab by changing the job titles of Australian influencers on LinkedIn.
Case Study
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SABRE Awards, Gold, APAC, Global Campaign and Government Agencies, 2018
The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.
News
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05 September 2018
GLOBAL: The effectiveness of everyday communications, including voice and written content such as letters and emails, can be improved by adopting a behavioural science approach, according to two industry practitioners.
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018
Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018
Outlines a simple four-step process for applying behavioural science to optimise everyday communications.
Research Paper
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Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Digital First, August 2018
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.
Article
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Orlando Wood, Admap, September 2018, pp. 10-14
With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.
Article
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Anton Jerges, Admap, September 2018, pp. 44-45
To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.
Case Study
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The Communications Council, Gold, Australian Effie Awards, 2018
Mitsubishi, an automotive brand, reclaimed its expertise as an affordable and reliable SUV company by launching a range of brand, product and dealer communications in Australia.
News
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28 August 2018
FOLKESTONE: Research on social networks and public health interventions in Honduran villages has potential implications for making influencer marketing more effective.
Article
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Brian Carruthers, Event Reports, Nudgestock, June 2018
Social networks are governed by some unexpected factors, including the genes of people you’ve never met, says Yale University’s Professor Nicholas Christakis, whose research has explored three different types of “social contagion”.
Research Paper
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Jameson Watts, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 408-418
As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, August 2018
Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.
Article
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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.
Article
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Mary Connors, Event Reports, TMRE in focus, May 2018
Behavioral economics and neuroscience are among the disciplines that can offer a huge range of insights to brands.
News
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20 July 2018
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.
Research Paper
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Lefa Teng, Guanzhi Zhao, Yuanyuan Wu, Hongyu Fu, and Jiajing Wang, Journal of Advertising Research, Digital First, July 2018
Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.
