Behavioural economics offers radical new perspectives on consumer psychology, human irrationality and the way we make choices. Thaler and Sunstein’s book, Nudge (2008) took the implications of this new science into the public policy arena, influencing politicians from Barack Obama down, but there are many more fascinating insights which can be applied across marketing.

This session explores why customers make the decisions that they do and how we as marketers can influence their choices, thereby promoting engagement and maximising sales and income. Building on presentations given in the UK and US, Tim Baker provides insight into consumer psychology, exploring the implications for improving the effectiveness of your marketing and communications strategy and giving practical examples of how these theories have been applied in experiments with US and UK arts organisations.

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