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The Choice Factory

How to influence consumers to change behaviour

Richard Shotton, author of The Choice Factory, in this interesting video-presentation illustrates some learning from behavioral science to improve the effectiveness of communication.

We found particularly interesting the learning related to the art of influencing a change of behavior that, in addition to motivation, would have a lot to do with the ability to make the change easy, simplifying it as much as possible; this is because any difficulties that a person encounters in implementing a change do not complicate and hinder the adoption of impulse, imply reflection and therefore its possible questioning.

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