Our brains are hardwired to take shortcuts and make decisions in microseconds based on in-built biases. Media planners can harness behavioural science – and those biases – much more powerfully than most are currently doing, reckons Zenith’s Sarah Heitkamp, and actually use them to change human behaviours.


Here’s how.

Sarah Heitkamp | Mi3 (mi-3.com.au)

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