Applying behavioural science to the coronavirus outbreak: Four key implications for brands

The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.

It is possible that the Chinese people have never displayed such homogeneity of behaviour in recent history – over a billion people staying put at home, almost universal use of face masks, diligent washing of hands and whatever else deemed fit to avo