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?

Register your interest

Thank you for your interest in this course.  This is now sold out.  Please enter your details to be added to the waiting list and for updates of when the next Applied Behavioural Economics course will be.  

COVID-19 Free Learning Scheme

The IPA has decided to temporarily suspend fees for its entire suite of courses, qualifications and exams for IPA member agencies, their employees and IPA personal members until 2 October 2020. Please ensure you familiarise yourself with our COVID-19 Free Learning Scheme Terms and Conditions before making your booking.  Please note on courses of limited capacity such as this, the IPA is limiting a maximum of 2 employees from each IPA member agency. 


This course will be run online over two sessions. 

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 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. 

Course dates


Your tutor

Richard Shotton