Behavioural Economics: Red Hot or Red Herring report

This is the first in a series of publications the IPA is creating around the topic of Behavioural Economics and its potential application to the advertising industry. Covered in this publication is a brief introduction to and history of Behavioural Economics and an outline of several of its key principles as they relate to advertising. PDF version: free for IPA Members/£25 vat for Non-Members.