Thursday, September 27, 2012

Behavioural Economics and Social Marketing

As well as our evolving research center, the Institute of Social Marketing in Stirling is well-known and their website is here. They are offering the MBA programme in Social Marketing and Behavioural Change and I will be giving one third of a module on social marketing and public policy in 2013. My component will introduce students to behavioural economics and its relevance to social marketing.

The material is structured around four general questions:

1. What is behavioural economics and why is it relevant to social marketing?

2. What are the main concepts in behavioural economics?

3. How has behavioural economics begun to influence debate about public policy?

4. What are the implications for design and evaluation of social marketing campaigns?

I am going to use this post to keep track of useful links that students of this course (and wider readers in social marketing area) might find interesting. The post will evolve throughout the year as I update it. I really welcome suggestions and also some discussion of behavioural economics and social marketing. Marie Briguglio, who is a PhD students at Stirling and part of our center, has a particular interest in this field and many of the links below have been provided by her.

General Links on Behavioural Economics:

A list I compiled of behavioural economics TED talks

Russell Sage Foundation Reading List on Behavioural Economics

Behavioural Economics and Social Marketing:

Bertrand, Marianne, Sendhil Mullainathan, and Eldar Shafir. 2006. "Behavioral Economics and Marketing in Aid of Decision Making Among the Poor" Journal of Public Policy and Marketing 25(1): 8- 23.

Benjamin, D., & Laibson, D. (2003). Good Policies For Bad Governments:Behavioral Political Economy. Prepared for Federal Reserve Bank of Boston  Behavioral Economics Conference.

Ciriolo, E. (2011). Behavioural economics in the European Commission: past, present and future.

Darnton, A. (2008). Practical Guide: An overview of behaviour change models and their uses. Government Social Research publications.

Dolan, P. et al. (2012). Influencing behaviour: The mindspace way. Journal of Economic Psychology, 33, 264–277.

Gordon, W. (2011). Behavioural economics and qualitative research – a marriage made in heaven? International Journal of Market Research, Vol. 53, Issue 2.

Haynes, L. et al (2012). Test, Learn, Adapt: Developing Public Policy with Randomised Controlled Trials. UK Cabinet Office.

Kamenica, E. et al. (2011). Behavioral Economics and Consumer Regulation: Helping Consumers Know Themselves. American Economic Review: Papers & Proceedings, 101:3, 417–422.

Lusardi, A. et al. (2009). New Ways to Make People Save: A Social Marketing Approach. NBER Working Paper No. 14715.

Lunn, P. (2012). Behavioural Economics and Policymaking: Learning from the Early Adopters. ESRI Working Paper; 425.

Rothschild, M. (2001). A Few Behavioral Economics Insights for Social Marketers, Social Marketing Quarterly, 7: 8-13.

Sunstein, C. Empirically Informed Regulation.

A talk on BE & SM (Piyush Tantia):

Ogilvy CEO Miles Young on BE & SM in the Huffington Post  “Behavioral economics has, in a remarkably short time, provided a new intellectual framework for those of us in marketing and communications. It has fostered a "culture of investigation" into human behavior and decision-making. And it is a new lingua franca for anyone working on behavior change, facilitating communication across disciplines, specialties, and orientations.”

A talk titled "Is Behavioural Economics the new Social marketing":Slide 56 outlines key differences between SM and BE.

UK Policy:

Dolan, P., Hallsworth, M., Halpern, D., King, K. and Vlaev, I. (2010). Mindspace: Influencing behaviorthrough public policy. Cabinet Office: Institute forGovernment.

Houseof Lords Report on Behavioural Change:

UK Cabinet Office: Applying BehaviouralInsights to Health

Newspaper Articles:

Critical piece in the Sunday Times arguing that behavioural economics has little to offer social marketing.

Social Marketing Links:

List of social marketing campaigns on youtube compiled by Marie Brigugilio

Social Marketing Institute examples of campaigns including evaluations

A link to case studies, majority of which Social marketing:

No comments: