In Behavioral Economics, Neuroscience Posted

Neuroscience sparks creativity!

Advertising creatives are expected to go beyond conventional thinking to provide the most impactful creative possible. As a copywriter, my art partner and I regularly go through this exercise using the usual suspects to guide our ideas (strategic documents, traditional market research, branding guidelines, etc.). While we have operated successfully with this approach, cutting-edge neuroscience insights are available that can be leveraged to bring creative work to a whole new level.
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In Behavioral Economics, Brands, Consumer Research Posted

Want to change behavior? First understand what you are asking people to give up.

Legendary -- and very quotable -- baseball coach Sparky Anderson summed up decades of behavioral science research into loss aversion precisely and pithily when he said "Losing hurts twice as bad as winning feels good". Loss aversion, as many of you will know, is a cornerstone of prospect theory, a groundbreaking idea that emerged from the pioneering work in behavioral economics of academics including psychologists Daniel Kahneman and Amos Tversky.
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