FEATURE20 April 2018

Behavioural science myth busting

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Behavioural science helped to convince us that diamonds are forever, but is still plagued by myths and misconceptions. Richard Shotton challenges a few of the most common objections.

“If you’re a planner and you don’t employ behavioural science in your day job, then you’re a bloody idiot. It would be like being a pilot and forgetting to use your eyes.”

So said Kevin Chesters, CSO Ogilvy ...