Behavioral economics faces its limits

Behavioral economics seems to have reached that point where, according to Thomas Kuhn’s theory, paradigms face puzzles they can’t explain and anomalies start to pile up. Attacks come from evolutionary psychologists and thinkers from other fields. I think the main point for social marketers is a criticism that has been croppinp up in such attacks:…

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What do fast food chains and behavior change have in common?

Consider the following questions. In trying to change the behavior of vulnerable segments of our societies, why not use the same approach that fuels the successful global expansion of fast food chains (contributing to the current obesity and diabetes epidemics)? Why should the “devil” have all the best tunes? In a nutshell, social marketing is…

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Social marketing and complexity

This article briefly discusses some points I consider important for the future of social marketing. Let’s start with three popular behavioral models and then move to the question of complexity. Health Belief Model, Transtheoretical Model and Theory of Planned Behavior are still common place, no matter several important methodological concerns about the first two and…

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Confirmation bias and witch trials

We look to reality to confirm our beliefs. It is automatic, you cannot control it. We navigate the world looking for patterns that match our expectations and beliefs. Worse: We treat the disconfirming information in a way similar to how witches were “judged” during the incredible witch-craze that took place a few centuries ago (and…

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A lovely initiative to decrease speed

This was an idea adopted – as far as I know as an experiment – by the Swedish government together with Volkswagen. It is a social intervention that activates a deep need all human beings have: the drive for justice, or what is known theoretically as distributive justice. In simple words, it is the balance…

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O desconto na conta de água é insuficiente!

A mente humana não consegue conviver bem com a incerteza e exige respostas definitivas. Estamos vivendo já as piores consequências do aquecimento global? A ciência ainda não consegue dar respostas com certeza absoluta a questões como essa, embora já exista um consenso entre a maioria dos cientistas dedicados ao tema de que o aquecimento global…

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Pricing, social marketing and ethics

A reading that captured my attention these days was this one (http://www.nytimes.com/2013/04/14/business/for-penney-a-tough-lesson-in-shopper-psychology.html?smid=fb-share&_r=0). It has deep implications to anyone who deals with pricing. It is no news that human perception is automatically shaped by the cues in the environment, even the ones that should be irrelevant (the classic System 1 in action). The article also hints…

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Social marketing versus behavioral economics

I see a great deal of overlap between social marketing and behavioral economics and, of course, some differences. Both disciplines rely on making things simpler. As I use to say, if you want to make a behavior popular you need to make it screamingly, conspicuouslysimple and easy. This focus fits usual interventions inspired by both approaches. Another similarity is applying…

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Eu não me lembro o que você fez há 10 meses: vieses e avaliação de desempenho

Um livro que indiquei em outro post (Decisive: How To Make Better Choices in Life and Work) apresenta soluções muito práticas para superar diversos vieses que atingem o cotidiano das organizações, frequentemente com consequências sérias.  Um outro livro que trata do mesmo tema (e que compila como poucos os vieses identificados por décadas de pesquisa…

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O que é marketing social?

Você sabe o que é marketing social? É a aplicação a comportamentos de interesse social dos mesmos conceitos, métodos e ferramentas de administração que levam, por exemplo, um consumidor a preferir a marca x à marca y. Por que apenas empresas podem se beneficiar desse fantástico conhecimento que é a Administração? O marketing social tem bastante…

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