This document discusses applying behavioral science to influence behavior change. It describes how people have two thinking systems - a slow, rational system and a fast, emotional system. It presents six ways to change behavior by influencing the world around us through framing, the world between us through copying others, and the world within us through appealing to feelings. It also discusses how emotional ads can be twice as effective as rational ads at driving long-term changes according to research from the IPA. The key is to adopt a test-and-learn experimental approach to marketing.

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2. The fast route to behaviour
change – “Switch” is the
easy, practical guidebook to
applying the new ideas, and
changing behavour.
A shock international
bestseller – and a
detailed exploration of
the two systems that
drive our thinking.
BehaviouralScience
Thinkingslow Andfast…

3. Famousmarketingmovestheelephant&directstherider

4. Famousmarketingislessrational&moreemotional

5. Equationsforsuccess

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The3waysofchangingBehaviour
Theworld
aroundus
Theworld
betweenus
Theworld
withinus

7. Framing:Influencingtheworldaroundus

8. Copying:influencingtheworldbetweenus

9. Feeling:influencingtheworldwithinus

10. watch the ad
Keepitbold,braveandcreative

11. enjoytheride–it’llbeemotional
watch the adwatch the ad

12. In this must-read report based on almost a
thousand IPA (Institute For Practitioners In
Advertising) Effectiveness cases, Les Binet and
Peter Field prove emotion works – especially over
the long term. The best emotional ads are twice as
effective as the best rational messages, with twice
the chance of profit.

13. Adoptatest-and-learnexperimentalculture

14. wantaposterversion?
Contact usat5starmarketing@brainjuicer.com
Formoreinfoonhowweapplythis toyour
marketing, andtogettheposter

15. www.Brainjuicer.com