Mental Accounting: The Behavioural Bias Series
As humans, we mentally categorise our money depending on where it comes from or what it has been allocated for in our…
Gender equality in advertising report: Influencing consumer behaviour for the better
During my two decades working in advertising, the role and portrayal of gender has never been more in the…
Representativeness: The Behavioural Bias Series
The Representativeness heuristic or shortcut explains our tendency to make assumptions or link things together on a…