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Understanding the principles of nudging

Published Mon, Oct 6, 2014 · 09:50 PM
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AN advertising agency recently announced the launch of a new unit that specialises in "Behaviour Change".

It's undeniably true that the best communications work always seeks to instigate an active response, literally a change in behaviour, as opposed to that catch-all objective of "awareness" (which clients think agencies love, but which agencies actually tend to dread for the softness of its focus).

One think…

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