Why We Need Storytelling and Behavioural Economics In- And Out ofa Pandemic

The pandemic has demonstrated the need for effective communications to encourage behaviour change. Different government shave taken different approaches to communicating the need to (for example) engage in hand washing, social distancing and mask-wearing. But too often medical and scientific communication is conducted in an arid, clinical and technical manner, relying solely on facts: what is called in Behavioural Economics a “System 2” orientation. Instead, we need to address the unconscious, emotional and social factors that are the key to behaviour change (aka System 1) and storytelling is a universal, way of addressing System 1. Tas’s talk will combine theory, principles and practices from 3 domains: Behavioural Economics, storytelling and insight and promises- as stories should -to be both informative and entertaining.

Author(s): Dr. Anthony Tasgal

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