Before you can influence decisions, you need to understand what drives them. Behavioural science is an invaluable tool in developing effective marketing because it provides a reliable framework for how consumers behave – not how we think they behave, or how they claim they behave, but evidence-based findings about human behaviour.
This masterclass investigates how consumer behaviour is shaped by psychological shortcuts. It will give you an overview of the findings from behavioural science that have the greatest relevance to marketing. It covers both the latest findings from the topic but also lesser known classic experiments. The findings can be applied to all areas of marketing: from creative to media, from pricing to strategy. Each will give you a competitive edge.
The insights from behavioural science will be organised into a simple framework so that you can apply them to make your brand even more successful.
15 – 16 March 2022
- Introduction, Make it Social, Make it Contextual
- Make it Easy & Make it Timely
- Make it Attractive & Make it Relative
- Applying behavioural science to pricing
- Using behavioural science to boost trust & memorability
- The behavioural science of habit creation
Richard Shotton is the author of The Choice Factory, a best-seller now translated into six languages. It won BBH’s ‘World Cup of Advertising Books’ – a poll of nearly 5,000 marketers to find the best book ever written on advertising.
Richard is the founder of Astroten, a consultancy that uses insights from behavioural science to help brands solve their communication challenges.
Richard has 18 years’ experience working in advertising. In that time has worked with brands like Coke, Lexus, comparethemarket, Halifax, and Specsavers. His specialty is applying findings from behavioural science to marketing. This covers a broad range of areas: from strategy to media, pricing to in-store experience.