Behavioural Economics: Red Hot or Red Herring report

Behavioural Economics - Red Hot or Red Herring? is the first in a series of publications the IPA is creating around the topic of Behavioural Economics and its potential application to the advertising industry. Covered in this publication is a brief introduction to and history of Behavioural Economics and an outline of several of its key principles as they relate to advertising. PDF version: free for IPA Members/£25+vat for Non-Members.

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