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Marketing Marketers spend most of their time encouraging proactive behavior change, but it’s much more effective to remove the physical and psychological barriers that block it. "Daniel Kahneman uses a simple analogy to describe behaviour change: you either press on the accelerator or you release the handbrake. Encourage motivating forces or remove restraining forces. "Marketing, like a teenage boy in a souped-up Fiesta, likes to pump the accelerator. It fixates on changing motivation above all else. "But is this the right priority? Evidence from Kurt Lewin – the psychologist Kahneman refers to as his ‘intellectual godfather’ – suggests not." |