2. The fast route to behaviour
change – “Switch” is the
easy, practical guidebook to
applying the new ideas, and
changing behavour.
A shock international
bestseller – and a
detailed exploration of
the two systems that
drive our thinking.
BehaviouralScience
Thinkingslow Andfast…
12. In this must-read report based on almost a
thousand IPA (Institute For Practitioners In
Advertising) Effectiveness cases, Les Binet and
Peter Field prove emotion works – especially over
the long term. The best emotional ads are twice as
effective as the best rational messages, with twice
the chance of profit.