Understanding how people (actually) make decisions

If your work depends on people taking action, you need to understand how they make decisions. This beginner-friendly introduction to behavioural science will give you: a clear understanding of how people make decisions; an introduction to the two systems of thinking; a practical framework for building stronger messages; and a small set of decision-making biases that you can apply immediately. Whether you are a campaigner, corporate relations specialist or communications professional, success often comes down to encouraging a specific behaviour or choice. You might need someone to agree to a meeting, support a cage-free policy, sign a petition or take part in a campaign. Understanding what shapes their decisions will help you create messages that make the desired action feel easier, safer and more natural. This is practical knowledge for anyone whose work involves moving people towards action.