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- Before you start thinking about why people buy your product or why they adopt the behaviors that you want to encourage, you should use behavioral insights to understand why people don’t – or won’t – do something. This is as important — arguably, even more important — than understanding why they might do it.
- Key factors behind why people don’t do things lie below conscious thought and are often not revealed by traditional research. These may include emotional/behavioral, cultural and systemic factors.
- Understanding the how and why of the cognitive mechanisms that underpin decision-making can help in developing more effective marketing programs, because it becomes easier to design solutions that address barriers.
- In this Salon series event, presenter and author Matthew Willcox shared insights from his book, The Business of Choice, highlighting some of its key points.