Leadership - Trait Theory is based on the presumption that there are specific virtues a leader must have. These are usually inborn traits that take control and guide situations. Whereas in a business, ...

In the UK, the Central Office of Information (COI) has introduced a five-step guidance process to ensure behavioural theory is applied to ad campaigns designed to change citizens' behaviour. The ...

Today most of adland gets behavioural science. We make no bones about the fact that we’re creatures of instinct – and recognise the benefits of shaping marketing around our own irrationality. Yet, ...

NOT long ago, the starting assumption of any economic theory was that humans are rational actors who maximise their utility. Economists summarily dismissed anyone insisting otherwise. But over the ...