Behavioural Economics provides new answers and direction to the creativity that we champion within our agencies and it allows our agencies to better understand the efficiency and the effectiveness of the work that they do.
This publication is the latest in a series of publications the IPA has produced around the topic of Behavioural Economics and its potential application to the advertising industry. In this important update, Nick Southgate and Rory Sutherland explain the seven principles of behavioural economics. They outline the five most successful strategies being used by agencies today, evidenced in recent IPA Effectiveness case studies, and they also address some common misconceptions, including the notion that consumers are irrational. Members: Free / Non-members: £25.00 (plus VAT)