Modelling ‘smart’ and ‘lazy' thinking to influence decision-making

Presented by

Dominic Tyer

About this talk

Traditional models of cognitive behaviour remain meaningful, but they can fail to deliver strong links between ‘smart’, cognitive-based factors of judgement and the decision-making associated with actual behaviour change. In contrast, behavioural economics accounts for the ‘lazy’ judgments and thoughts that occur at an automatic level, but can over-weight the prevalence of such behaviour. On October 4 Cello Health Insight, in association with PMGroup, will host a free webinar on applying adaptive and integrated behavioural models to qualitative enquiry. It will look at how to achieve a better understanding of what drives therapeutic decision-making and how medical marketing, digital and PR initiatives can change future behaviours in favour of achieving target sales.

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