Can people truly know and articulate their motivations behind their choices? Learn about Behavioral Science and how it can help your marketing practices.

 

 


 

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Apply Behavioral Economics to reduce the risk of eliciting irrational behavior in your patients / customers.

 

 


 

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What is Behavioral Economics? Economic models assume that humans make completely rational decisions, but we know from psychology that is not the case…

 


 

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Behavioral economic models work on many assumptions, but we know that many of the assumptions are not true. The same can be said for marketing assumptions.

 


 

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Respondents often rationalize their past decisions when asked ‘why’, but that rationalization is not necessarily their motivation.

 


 

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The 7 subconscious drivers of human behavior:

  1. Future projections are not reliable
  2. Memories are skewed
  3. Change is hard
  4. Choices are based on relative not absolute evaluations
  5. Context matters
  6. We copy others
  7. We aren’t good at evaluations

 


 

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Our Behavioral Science Practice gives special access to the intuitive, autopilot decision making system (aka System 1). This practice is based on 4 Behavioral Science Principals:

  1. Projection over intention
  2. Them over us
  3. Implicit over explicit
  4. Task over ask

 


 

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The Power of Brand Purpose: The Future of Business and Brand Strategy

Brands and retailers are working to remain relevant and to grow and thrive in these rapidly changing times. The importance of brand purpose, given changes in consumer culture, the roll of technology and the expectations of millennials, has been much written and talked about.

In this webinar we cover:

  • The emergence of purpose strategy
  • What purpose is
  • What purpose discovery is all about
  • The path to purpose
  • Articulating purpose
  • What the return on purpose is (ROP) and the power of purpose

Sharing their strategic and tactical council on the importance and the roll of purpose in this webinar is John McGarr and Bob Wheatley. John McGarr provides perspective from the areas of research and insights in both the consumer and pharma sectors while Bob Wheatley provides expertise from the marketing and communications sectors.

How-to defend and protect your marketing and brand budgets in a world obsessed with ROI and metrics. Learn how predictive evidenced-based strategies will deliver harder working creative and how the application of Brand Economics provides quantitative proof brand investment will improve financial performance.

 

John McGarr and Edgar Baum’s talk at FFWD, Advertising & Marketing Week 2017.

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