The Modern Marketer's Guide to Changing Consumer Behaviour
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This document discusses applying behavioral science to influence behavior change. It describes how people have two thinking systems - a slow, rational system and a fast, emotional system. It presents six ways to change behavior by influencing the world around us through framing, the world between us through copying others, and the world within us through appealing to feelings. It also discusses how emotional ads can be twice as effective as rational ads at driving long-term changes according to research from the IPA. The key is to adopt a test-and-learn experimental approach to marketing.
The Modern Marketer's Guide to Changing Consumer Behaviour
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- 2. The fast route to behaviour change – “Switch” is the easy, practical guidebook to applying the new ideas, and changing behavour. A shock international bestseller – and a detailed exploration of the two systems that drive our thinking. BehaviouralScience Thinkingslow Andfast…
- 12. In this must-read report based on almost a thousand IPA (Institute For Practitioners In Advertising) Effectiveness cases, Les Binet and Peter Field prove emotion works – especially over the long term. The best emotional ads are twice as effective as the best rational messages, with twice the chance of profit.