Monday June 1, 2020

Marketers must take account of irrational behaviour

Human beings are irrational, which is why they don’t always behave like we expect them to, according to Kay McCarthy, managing director of planning agency MCCP.

22nd May, 2010

Human beings are irrational, which is why they don’t always behave like we expect them to, according to Kay McCarthy, managing director of planning agency MCCP.

At a Marketing Society talk last week, McCarthy extrapolated on a theme raised the previous week by IPA board member Rory Sutherland. She said brand leaders, planners, marketers and researchers needed to get closer to this understanding, rather than rely on research products and thinking processes that...

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