How behavioural economics helps us to live healthier lifestyles

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Many of us want to lose a little weight and get fitter, stop smoking, drink less, eat more healthily - but struggle to put that into action in a sustainable way.

Behavioural scientists define this problem simply as the 'Intention-Action' gap - we generally have good intentions to do some or all of the things that we know are good for us - but frequently procrastinate, delay and may end up failing to execute a

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands