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← Back to IdeasCommunications That Change Behavior
Marketing is about communicating persuasively to influence consumer behavior, and behavioral science is the foundation. Benoit de Fleurian, Head of the Behavioral Science Practice for Ogilvy Consulting in Paris recently presented a Brandsutra session all about the importance of behavioral science in persuasive communication. He shares tangible examples of communications from around the world that have influenced behavioral change by applying a behavioral science approach, and he explains useful tools to help us evaluate the strength of a communications idea to persuade consumer behavior.