TRAINING : Behavioural Economics Can Change Your Life

Behavioural economics can be defined as “the science of decision making” and it gives us insight into key questions such as – how do we make decisions, and why do consumers select one brand over another or take up a particular offer?  Understanding its principles and practical applications can be transformative both in your personal and professional like.  It can help you be more persuasive, make better choices in your life and, professionally, develop more effective work for your clients.

YOU WILL LEARN

• The core ideas behind Behaviour Science as developed by the great Daniel Kahnemann
• How we are much less rational than we like to think we are and use mental shortcuts ( called heuristics) to make decisions
• Practical applications in your personal and professional life

CONTENT

• Our two system brains – system 1 and system 2
• What are the key mental short cuts or “ heuristics” that humans use
• How context heavily influences our decision making
• How small changes can have a big effect on outcomes

DELEGATE LEVEL

Appropriate for Junior to Mid-level agency staff

DATE

30th April, 9.30am to 10.30am

TRAINER:

Julian Saunders has run training courses for the Alliance for over 15 years and is a tutor on the Diploma.  He has two careers – he advertising he rose to be CEO of redcell (a WPP agency) and Head of Strategy at McCann-Erickson (at the time the highest billing ad agency in the UK).  He wrote a book in 2004 about the digital revolution and then hit the lecture circuit before taking up roles at Google and the UK government (where he focused on the application of Behaviour Science to behaviour change campaigns).  He publishes regularly and particularly enjoys teaching, tennis and fishing.

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