opportunity 116 of 150 Behavioural economics is the flavour of the month in terms of understanding and managing consumer behaviour – and with very good reason. This relatively new discipline brings together economics and psychology or behaviourism. It has a great deal to offer in terms of understanding why consumers do what they do, and […]

opportunity 116 of 150 Behavioural economics is the flavour of the month in terms of understanding and managing consumer behaviour – and with very good reason. This relatively new discipline brings together economics and psychology or behaviourism. It has a great deal to offer in terms of understanding why consumers do what they do, and how to get them to do what you want them to do. Behavioural economics, or more specifically recent research, has a great deal to teach us about why staff members do what they do and how to create a culture within an organisation that effectively communicates a brand. Cultures and brands are, after all, created by the behaviour of the staff. Recent research, for example, has made a clear distinction between motivating staff in sales roles compared with those in creative roles. The work of Daniel Pink has demonstrated that: Sales people can be motivated…