Red Hot or Red Herring: Seven principles of behavioural economics
Nick SouthgateBehavioural Economics Consultant
At the beginning of the Behavioural Economic Agenda in 2009 we published 'Behavioural Economics: Red Hot or Red Herring?' to establish why IPA members should take Behavioural Economics seriously.
We listed seven reasons then. This was never meant to be either an exhaustive or a definitive list (although it was often taken as such – itself a lesson in how Choice Architecture works). We hoped they were principles agencies could learn from and apply.
This article recaps on those seven principles, as well as looking...