Home Topics Research methods & tools Behavioural insight

Behavioural insight

Latest
Most Read

Filter by

Consumer decision making (962)

Behavioural research (608)

Behavioural economics (489)

Gamification (82)

Search in

Case Studies (2)

Articles (261)

Research Papers (266)

News (54)

Opinion (25)

Data (0)

Rankings (0)

Show only

Recommended

(59)

Videos

(13)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Search Results Language

Category

Brand

Location

Source

608 results found

Reset Filters

Search in

Case Studies (2)

Articles (261)

Research Papers (266)

News (54)

Opinion (25)

Data (0)

Rankings (0)

Show only

Recommended

(59)

Videos

(13)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Search Results Language

Industry Sector

template

Brand

template

Location

template

Source

template

608 results found

Sort By

How Behavioural Science can make desired new health behaviour a little more sticky

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, October 2021

Focuses on how helping patients to make a plan can help them start and maintain new health habits and medication regimes.

Research can’t be trusted because people don't know what they want

Opinion • Adam Cleaver, September 2021

Traditional research techniques rely on the deeply flawed process of asking consumers to self-analyse their behaviours – Collective’s Adam Cleaver argues that we need to explore the subconscious.

CPG brand owners in SEA take note: Self-care is influencing the grocery run

Article • Martyn U’ren, WARC Trends, September 2021

Amid the pandemic, Twitter’s Martyn U’ren says self-care is emerging as a key trend in Twitter conversations throughout Southeast Asia and influencing daily purchases.

How to use a spokesperson’s smile effectively: Smile intensity, consumer self-construal, and brand relationship determine ad effectiveness

Research Paper • Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, and Hui-Wen Chang, Journal of Advertising Research, Digital First, September 2021

Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Deep empathy key to sales for retail brands

Article • Anna Cherry, WARC Exclusive, Spotlight Australia, August 2021

Spark Foundry’s Anna Cherry says deep human understanding and empathy will be the biggest competitive advantage for marketers in a COVID world.

‘Green nudges’: Behavioural economics and sustainability

Article • Sarah Oberman, WARC Exclusive, August 2021

Humans are inherently more focused on the present, but can behavioural economics offer opportunities for brands to use ‘nudges’ to get consumers to act more sustainably? Behavioural economics shows that the climate crisis is the perfect storm for behaviour change.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

Effective work taps into human understanding

Opinion • Cristina Balanzo, August 2021

The Grand Prix winner of the 2021 Creative Effectiveness Lions, Nike’s Dream Crazy proves that successful brands are the ones that can appeal to our needs as human beings, writes Walnut’s Cristina Balanzo.

Strategy innovation: Mental models to help strategists embrace Renaissance thinking

Article • Quynh Nguyen, WARC Exclusive, July 2021

Instead of just focusing on the job and embracing departmental or specialist thinking, which is good for carrying out the task at hand, strategists can philosophise about deeper issues underlying businesses and people’s lives, and benefit from Renaissance thinking, says VMLY&R Vietnam’s Quynh Nguyen.

What brands can learn from how Headspace builds healthy routines

Article • Jo Bowman, Event Reports, Nudgestock, June 2021

The likelihood of affecting long-term behaviour change hinges largely on giving people the feeling very early on that they’re already making progress, according to Headspace.

Great stories build brands

Opinion • Shazia Ginai, July 2021

Neuro-Insight’s Shazia Ginai analyses the 2021 Creative Effectiveness Lions winners to uncover how they delivered impact through emotion, topicality and virality.

What prehistoric man and social media influencers have in common

Article • Jo Bowman, Event Reports, Nudgestock, June 2021

The rising role of influencers in consumers’ purchase decisions marks a return to a trend that’s actually as old as the earliest humans, the Nudgestock 2021 conference heard.

A science-based approach to understanding imagery

Article • Darren Bridger, Callum Gould, Keith Ewart, Ellie Lucas, Chris Christodoulou, James Digby-Jones, Research on WARC, July 2021

This report shares new research into selecting optimal imagery for campaigns using neuroscience techniques.

Four consumer groups for 2023: “Predictors”, “New Romantics”, “Conductors” and “Impossibles”

Article • Jo Bowman, Event Reports, Lions Live, June 2021

Consumers have been understandably, and indelibly, changed by the COVID-19 pandemic, but have coped with it in a variety of different ways.

Using data to inform customer journey planning from a cultural perspective

Article • Virginia Alvarez, WARC Exclusive, June 2021

Brands need to understand how cultural norms and nuances play into people’s purchasing decisions – an influencer of consumer behavior that has, until now, been largely overlooked by marketers.

Conspicuous leisure: The social visibility of cultural experiences

Research Paper • Fred Bronner and Robert de Hoog, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 300-316

Recent research shows that people not only visit a cultural event because of the quality of what is offered, but also to show something of their personality to relevant reference groups.

Processing fluency scale development for consumer research

Research Paper • Alena Kostyk, James M. Leonhardt, and Mihai Niculescu, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 353-367

Processing fluency or the subjective experience of ease that consumers can experience when processing information is a prominent construct in consumer research.

How consumer involvement influences consumption-elicited emotions and satisfaction

Research Paper • Cristina Calvo-Porral, Agustín Ruiz-Vega, and Jean-Pierre Lévy-Mangin, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 251-267

There is scarce research on the relationship between the level of consumer involvement and consumption-elicited emotions.

How behavioural science can help the medicine go down

Article • Crawford Hollingworth, Liz Barker, WARC Exclusive, Spotlight US, May 2021

Explores how behavioural science can improve health outcomes, in this article, focusing on defaults.

Beyond the COVID-19 curve, health will remain at the center of consumer decision-making

Article • Susan Manber, WARC Exclusive, Spotlight US, May 2021

Examines the current global healthcare landscape and explores the COVID-19 pandemic’s impact on consumers, based on Publicis Health’s “Life Under the Curve” research throughout the health crisis.

Digital Divide - The discord between marketers' actions and consumers' behaviors

Article • Upland BlueVenn, Research on WARC, May, 2021

Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.

The rise of the Zoombie [Teambie]: A Behavioural Science guide to understanding and combating the potential issues that can emerge in virtual meetings

Article • Lilly, The Behavioural Architects, May, 2021

There is growing evidence that video team calls can lead to potentially sub-optimal outcomes and decision-making.

How online retailers can maximize the impact of behavioral “nudges”

Article • Stephen Whiteside, Research on WARC, April 2021

Online retailers can leverage the power of behavioral “nudges” to influence purchase decisions made by digital shoppers, according to a study published in the Journal of Consumer Behavior.

The objectivity trap: On the biases and misconceptions that cause us to all undervalue B2B marketing

Article • Research on WARC, April 2021

Looks at how marketers can question presumptions and challenge norms, not to increase disruption, but in the face of disrupted times to find new tactics for business success.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.
What we know about consumer decision making

Article • WARC Best Practice, December 2020

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.