Applied Behavioural Economics

Understanding the drivers behind decision-making.

Everyone who works in advertising is in the business of influencing decisions – how can you do that without understanding what drives them?

Applied Behavioural Economics

Who is this course for?

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.

What are the benefits? 

  • How behavioural science can be practically applied to our day-to-day challenges.
  • Insight into the most relevant biases to advertisers.
  • A framework to make applying the biases as simple as possible.
  • A 'fast and frugal' approach to insight generation.

Course content

This one-day MIPA workshop, running in four cities around the UK, 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 workshop, 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, but will also be shown to the relevant government department or charity to action. 

Course dates

  • Newcastle: 27 November 2019
  • London: 22 May 2020

Course time

  • 10am - 16.30pm

Your tutor

Richard Shotton


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