Everyone who works in advertising is in the business of influencing decisions – how can you do that without understanding what drives them?
This course has been adapted for the US and the UK market.
This proactive workshop, run by Richard Shotton, the Author of The Choice Factory: 25 Behavioural Biases That Influence What We Buy, will benefit anyone who is interested in understanding the drivers behind decision-making.
This two session MIPA workshop, will give you an introduction to the field of behavioural science as it applies to advertising, using a simple framework to make sense of academic findings.
We’ll cover some of the classic experiments that reveal the fascinating ways in which the human mind makes decisions about behaviour, as well as new and lesser-known research that will give you the edge.
Most importantly, we will bring it all back to advertising, always translating theory into practice in the context of your specific issues.
Following the workshops, there will also be an exciting opportunity for delegates to put what they have learnt into to practice, by tackling a current social problem. The best solutions will not only be merited with a MIPA star towards their accreditation.
You will need to attend both sessions.
Part 1: Tuesday 3 November - 3pm - 5pm GMT UK / 10am - 12pm US EST
Part 2: Thursday 5 November - 3pm - 5pm GMT UK / 10am - 12pm US EST