2023-Ogilvy_行为科学年度报告.pdf

THE BEHAVIOURAL SCIENCE ANNUAL 2023 A collection of social initiatives behavioural interventions from Ogilvy teams around the world. Contents Introduction The Problem with Behavioural Science 4 The View from Rory 6 Behavioural Science Interventions Mayor of London: Have a Word 10 Ramadan Rihla: Eat, Keep, Reheat, Repeat 16 Adobe: Rewriting the Script to Overcome Churn 20 Sainsbury’s: Shop like a Smart Cookie 24 Tinka: Friction Free Finance 28 Changing the Conversation on Sustainability 32 Glossary of Behavioural Science Principles 36 The Behavioural Science Practice Work With Us 37 Specialist Areas Organisations We Work With 38 Over a Decade of Applied Behavioural Science Leadership 39 The Team Behind the Annual 40 THE PROBLEM WITH Behavioural Science Having practised behavioural science Case in point, both Ozzy Osbourne and King In the Pursuit of Interventions