Behavioral Economics in Marketing
Defaults, framing and friction influence behaviour. Test them without obscuring choice.
Cheat sheet
Defaults, framing and friction influence behaviour. Test them without obscuring choice.
What to check first
Identify the desired outcome and measure unwanted selections and complaints.
How to make the call
Adopt the design that improves repeat reuse with clear consent and low regret.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
An Indore grocery app offers reusable bags but adds them by default at checkout.
Reveal the step-by-step solution
- Diagnose the problem.
Identify the desired outcome and measure unwanted selections and complaints.
- Work through the evidence.
Compare an explicit opt-in with a clear reusable-bag prompt. Measure reuse and opt-out behaviour.
- Recommend and validate.
Adopt the design that improves repeat reuse with clear consent and low regret.
More Indian cases
Interview question
How would you use behavioral economics in marketing to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Compare an explicit opt-in with a clear reusable-bag prompt. Measure reuse and opt-out behaviour. Adopt the design that improves repeat reuse with clear consent and low regret.