Ashok Sethi, WARC Exclusive, February 2020
The novel coronavirus outbreak is causing one of the most widespread behavarioul shifts in recent times – Illuminera Institute's Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
Dr. Mansur Khamitov, WARC Exclusive, February 2020
Psychologist Clayton Alderfer’s E.R.G. motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School's Mansur Khamitov talks through how brands can map out a positive path forward.
There are many reasons why people fail to take actions they know they should, like saving for a pension, but an understanding of the theory of planned behaviour can help brands overcome this reluctance.
Framing is a powerful tool for making communication more persuasive and influential and one that has evolved over the years as psychologists have classified various different types; an understanding of these developments can help marketers use ...
Crawford Hollingworth and Liz Barker, The Behavioural Architects, December, 2019
Looks at the unintended consequences of behavioural science and identifies a series of wider-reaching holistic effects from nudging and steering behaviour which can have a significant impact on the overall outcome of a nudge or intervention.
Colleen Ryan and Jane O'Loughlin, ESOMAR, Fusion, 2019
Looks at how the EECA (Energy Efficiency and Conservation Authority), whose role is to improve the energy efficiency of New Zealand homes and businesses, took a holistic approach to tackling climate change.
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research.
The “endowment effect” – where someone who owns a good will value it more than someone who does not – has generally been put down to loss aversion, but new research suggests that there may be other explanations at play.
Influencers can generate a significantly stronger emotional response and higher levels of memory encoding than TV ads, according to research seeking to move the measurement of influencer marketing effectiveness beyond reach and engagement metrics.
Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.