Don’t yawn. This is important.
Behaviour change is fast becoming the Holy Grail of communications. Marketing strategy used to be all about “awareness” and about finding a sustainable USP for our clients; you’d interrogate a product until it confessed its strengths. Now the big idea is to put it on the psychiatrist’s couch and use behavioural economics to find the real reasons why customers buy or act.
Neoclassical economics has taught us to believe that people make predictable, rational decisions. Pay them [...]