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Behaving economically with the truth: how behavioural economics can help market research to better understand, identify and predict behaviour

Wood, Orlando, Samson, Alain and Harrison, Peter (2011) Behaving economically with the truth: how behavioural economics can help market research to better understand, identify and predict behaviour. In: ESOMAR Congress, 18-21 Sep 2011, Amsterdam. (Unpublished)

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Abstract

People are rational, utility-maximising, cost-minimising and socially isolated individuals with stable preferences, or so traditional economists would have us believe - and not just economists, but many market researchers too. This presentation will describe the many human biases identified by behavioural economics and will unveil a new mass ethnographic approach – the behavioural detectives – that has been borne out of BrainJuicer’s understanding of behavioural economics. Referencing a case study on the context of irresponsible drinking, this presentation will show how this approach can provide an indispensible framework for observation that can enrich our understanding of, and better explain, predict and influence human behaviour.

Item Type: Conference or Workshop Item (Paper)
Official URL: http://www.esomar.org/index.php/events-congress-20...
Additional Information: © 2011 The Authors
Library of Congress subject classification: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Journal of Economic Literature Classification System: B - Schools of Economic Thought and Methodology > B0 - General > B00 - General
B - Schools of Economic Thought and Methodology > B5 - Current Heterodox Approaches > B59 - Other
M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising
Z - Other Special Topics > Z1 - Cultural Economics; Economic Sociology; Economic Anthropology > Z19 - Other
Sets: Departments > Social Psychology
Collections > Economists Online
Research centres and groups > LSE Enterprise
Rights: http://www.lse.ac.uk/library/usingTheLibrary/academicSupport/OA/depositYourResearch.aspx
Date Deposited: 13 Sep 2011 11:13
URL: http://eprints.lse.ac.uk/37879/

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