Smart as a TV


It was your Christmas present to yourself; you are buying it this year; or waiting on the next best thing – slick and slim, Smart TVs are invading our living rooms. But this time they might be watching us. Continue reading


Embracing both Social and Individual Influence on Behaviour

By Crawford Hollingworth, Founder, The Behavioural Architects

Hollingworth says the social versus individual debate misses the point about behavioural economics in a recent article on the Marketing Society blog.

Behavioural Economics (BE) is inspiring considerable debate and discussion amongst academics, policymakers, think tanks and industries, not least the marketing industry. One strand of thought is that BE is individualistic in its approach and lacking social insight. For example, in October’s Admap Mark Earls and Alex Bentley positioned behavioural economics as follows: Continue reading

I’ve Been Targeted – and I Like It

Ginger Conlon, Editor-in-Chief, 1 TO 1 Media Group

I’ve noticed lately that a few of my favorite brands seem to be following me around.

I clicked through an opt-in email from Ford, which led me to its website. While there I looked at the social badges and explored the 2013 Mustang. Then, during my next visit to Facebook there was an ad for the Mustang. On another occasion I visited Livestrong to track my fitness and was served an ad for clothing retailer White House|Black Market (I’m a member of its loyalty program and liked it on Facebook). Is it coincidence? I think not. I think it’s behavioral targeting.

Continue reading

21st Century Piggy Banks: Using People’s Impulsiveness in a Productive Way

Founder of The Behavioural Architects, Crawford Hollingworth, discusses 21st Century piggy banks. We all find saving quite hard in this fast moving ‘cake today’ culture. The excitement of shaking and feeling the weight of an old-fashioned piggy bank may not be quite as fun as it used to be.

Behavioural economics helps us understand why we might find it hard to save and suggests ways of helping us over these barriers. Firstly, it recognises that we have varying degrees of self-control and impulsiveness depending on our personality and the circumstances we find ourselves in. Although some of us are on the extreme with either impressively high self-control or abysmally low levels, two-thirds of us live in a 50/50 world where sometimes we give in to temptation and other times we are well-behaved and resist. But what if it was a good thing to be impulsive?

Continue reading

Turning Human Understanding into a Business Advantage

Last week ADMA spoke with Rory Sutherland Vice Chairman Ogilvy Group UK around the topic of behavioural economics and how to influence responses.

Marketers have long been searching theories on what impact a person’s decision-making process through consumer physiology. Many scientists are leaning towards neuroscience; however we need to align ourselves to a recognisable and more practical solution and refresh our thinking to turn human understanding into our business and social advantage.

Data has been a key factor for direct marketers in turning this understanding into a workable advantage but according to Rory, you need a model of behaviour first before you start interrogating it and allowing your data to do the work. If you don’t have an interesting model to work with, you may not know the questions to answer.

Continue reading

The Biochemistry of Temptation

By Crawford Hollingworth.

As consumers, we’re all familiar with that irrational urge to buy something that’s not good for us or that we don’t really need. Some blame peer pressure, others the power of marketing. But Crawford Hollingworth says bio-chemistry has a lot to answer for.

As Oscar Wilde wrote: “I can resist everything except temptation.” In this piece, I want to delve a little into the evidence that exists around self-control and how science is delivering some real breakthrough insights into why we find temptation so difficult to overcome.

Continue reading

Let the games begin


We hear a lot these days about the new buzz term “gamification” but do we really know what it means and is anyone really doing it anyway? Well the answer seems to be ‘yes’ and if analysts at Gartner are to be believed it’s time for us to sit up and take notice. 

According to Gartner, by 2015 a gamified service for consumer goods marketing and customer retention will become as important to companies’ marketing departments as Facebook and Twitter. Gartner further predicts that in less than three years more than 70 percent of Global 2000 organizations will have at least one gamified application.  

Continue reading

Q and A with BJ Fogg, Ph.D


At last week’s ADMA Forum, presenter BJ Fogg, Ph.D, Stanford University gave a presentation that involved beach balls, dental floss and the future of marketing. In this article, BJ talks with Naha Kale from PowerMarketer about creating new habits and the technology behind behaviour change.

Continue reading

Can marketers learn about changing human behaviour … from chickens?

by B.J Fogg

“Persuading people through technology is the next social revolution” is the quote that was used by B.J Fogg when he was named one of the “10 Guru’s You Should Know” by
Fortune Magazine in 2008. Human behaviour may seem mysterious and complex, but it’s not. What causes humans to take action is simple and predictable. So simple in fact that apparently this can be demonstrated in a chicken coup! Click here to view the video.

Continue reading