What's Under the Bonnet?

Behavioral scientists can uncover the real motivatiens, the underlying motivations. Things that we might perceive as being conventional wisdom might not be so conventional. The beauty of being a behaviral scientist is that you have a much broader tool kit than traditional economist or traditional thinker. And these seemingly irrelevant factors, if you were willing to experiment and test them rigorously, often make the difference between a successful or unsuccessful campaign.