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Categories: Public Health

Understanding human behaviour: a more complex approach

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Large-scale surveys are useful but if we are serious about changing behaviours, we must use every tool to understand human complexity.

Recent advances in behavioural economics, cognitive neuroscience, network theory and social psychology more generally have overturned our common sense understanding of human behaviour. The rational, autonomous, self-aware agent acting in his own self-interest according to static preferences has faded as we realise that behaviour is largely irrational, unconscious and driven by external contexts. Ladies and gentleman, Homo economicus has left the building.

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Understanding human behaviour: a more complex approach

Categories: , ,


Large-scale surveys are useful but if we are serious about changing behaviours, we must use every tool to understand human complexity.

Recent advances in behavioural economics, cognitive neuroscience, network theory and social psychology more generally have overturned our common sense understanding of human behaviour. The rational, autonomous, self-aware agent acting in his own self-interest according to static preferences has faded as we realise that behaviour is largely irrational, unconscious and driven by external contexts. Ladies and gentleman, Homo economicus has left the building.

Read more

Cannes Lion for Social Farter

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Hailed by CNN as what might be “the best public service announcement ever…”, and recognised with a Cannes Bronze Integrated Lion at the 60th annual Cannes Lions International Festival of Creativity, the Social Farter project used behaviour change insight and planning to the engage hardest-to-reach of all smoker segments: social smokers.

In collaboration with Ontario Ministry of Health (MoH) and BBDO Toronto, we used audience co-creation to develop insight along with behaviour change strategy and planning to answer the question: how do you get someone to quit smoking, when they don’t think they smoke!?

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For further information, contact Steven Johnson at steven@considered.org.uk