10 times behavioural science made advertising more effective
From Nespresso to Nurofen, behavioural science informs the strategy behind some of the world’s biggest brands. Here, The Choice Factory author Richard Shotton reveals some of the best.
Last month I looked at claims that applying behavioural science is unethical. This week I wanted to investigate another criticism from the same article by Dzamic – that behavioural science isn’t effective when used by advertisers.
The final attack Dzamic makes is on the effectiveness of behavioural economics. In his words:
The problem is that whenever we try to deploy key BE principles in advertising – outside of an odd CRM/behaviour change programme, or some environmental framing in experiential marketing – we struggle to show that it actually works; or, at least, better than what great creative leaders knew intuitively already.
Except #3 doesn’t seem to be a solid example as much as untested speculation.