Normalizing behavioral economics

Have planners abandoned behavioral economics?

Nearly 100 years ago, Claude Hopkins published “Scientific Advertising,” an instant classic that still remains one of the bestselling advertising books of all time. Chapter six talks about psychology and starts off unequivocally, “The competent advertising man must understand psychology.” Reading this a century later, I was struck by how we are at the end of a decade wherein more insight on how the brain decides has been shared than in the previous 100 years. Books like Dan Ariely’s “Predictably Irrational,” Richard Thaler’s “Nudge” and Cialdini’s “Yes! 50 Scientifically Proven Ways to Be Persuasive” have popularized all the advances in the academic world of behavioral economics. ….[READ]

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