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  • How rational is human behaviour?
  • How rational is human behaviour?
    TED Conference (2013) ©
Thought leader

How behavioural economics can spark a creative uprising

From the IPA’s Behavioural Economics Initiative to the UK government’s ‘Nudge Unit’, a new grasp of emotionally-led behaviour is revealing powerful consumer insights. Rory Sutherland and Nick Morris discuss how behavioural economics is leading marketers to new creative heights.