Behavioural Economics

In my role at the IPA I have been involved in the production of a number of publications. This is the first in a series of posts, beginning with Behavioural Economics:

We're All Choice Architects Now: Second edition (10.06.2010)We’re All Choice Architects Now 2 explains how everyone uses Choice Architecture to answer questions large or small and outlines the different biases that need to be considered as well the two principles of Choice Architecture that should always be applied to any marketing campaign: relative choices and all effort counts. It also contains marketing examples to draw on and an outline of the first findings and reaction from the IPA ‘Test and Learn’ Workshops, where IPA agencies responded to four different clients briefs from a solely Behavioural Economics angle.
To download PDF please visit:
http://www.ipa.co.uk/DisplayContent.aspx?id=6804

Behavioural Economics - Red Hot or Red Herring? (26.10.2009)
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.
To download PDF please visit:
http://www.ipa.co.uk/DisplayContent.aspx?id=6176