by Chris Celletti
In a time when human behavior has shifted perhaps more dramatically in a short period of time than ever before, the study of how and why people do the things they do has never been more important.
Marketing is about communicating persuasively to influence consumer behavior, and behavioral science is the foundation. Benoit de Fleurian, Head of the Behavioral Science Practice for Ogilvy Consulting in Paris recently presented a Brandsutra session all about the importance of behavioral science in persuasive communication. He shares tangible examples of communications from around the world that have influenced behavioral change by applying a behavioral science approach, and he explains useful tools to help us evaluate the strength of a communications idea to persuade consumer behavior.
Chris Celletti is Associate Editor, Worldwide Corporate Communications for Ogilvy and is based in New York. He joined the agency in 2012.
