What is Behavioural Marketing?
Behavioural marketing is a type of marketing that leverages behavioural economics and psychology to influence consumer behaviour and decisions. It aims to understand how and why people make the choices they do, then uses those insights to inform marketing strategies.

The Core Concepts of Behavioral Rehabilitation
At its core, behavioural marketing relies on three key concepts from behavioural science:

Heuristics and Biases
Heuristics refer to mental shortcuts or rules of thumb that people use to make quick decisions. While heuristics can be helpful when making judgments under uncertainty, they can also lead to systematic biases. For example, the availability heuristic causes us to overestimate the likelihood of events that readily come to mind. Behavioral Rehabilitation Marketers leverage heuristics and biases to influence perceptions and choices.

Loss Aversion and Framing Effects
People dislike losses more than they like equivalent gains - this is known as loss aversion. Marketers can use framing effects to amplify this instinct. For instance, negatively framing an offer as a "limited-time discount" plays on people's desire to avoid loss. Similarly, highlighting what's gained instead of what's given up encourages uptake.

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