Behavioural marketing, is this ultimately what we do?

It was this amazing talk from Rory Sutherland that got me thinking into behavioural marketing in the first place.

All our disciplines —shopper, trade, experiential and promotional— I believe are rooted in understanding and creating ways to influence people’s purchase behaviour.

This short report from McKinsey curiously available online (hurry up to read it in full) covers four basic principles of behavioural economics in a very simple and practical manner.

  1. Make a product’s cost less painful
  2. Harness the power of a default option
  3. Don’t overwhelm consumers with choice
  4. Position your preferred option carefully

In a nutshell, it’s all about creatively framing the options. Not to miss.

Regional Executive Creative Director, Geometry Global Asia Pacific