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Behavioral Science v. Social Marketing — Which is Better for Behavior Change?

By Sara Isaac

January 23, 2020

I’m a practitioner at a behavior change marketing agency with roots in social marketing. Then last year I ran off to the London School of Economics (two jet-lagged weeks at a time) […]

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Think Women are Wonderful? Here’s Why That’s a Problem.

By Sara Isaac

November 1, 2019

Women are more environmentally responsible than men. They are more likely to volunteer and less likely to commit crimes. And they are good for business. Having three or more women on a […]

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Did the Crying Indian Encourage Littering? How Social Norms Campaigns Can Go Wrong.

By Sara Isaac

October 3, 2019

The Iron Eyes Cody spot featuring an American Indian surveying a littered landscape and shedding a single, dramatic tear is one of the nation’s most famous public service announcements. But what if […]

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Why Guilt and Fear Appeals Backfire

By Sara Isaac

August 22, 2019

We’ve all felt it — what I call the “Screw You Don’t Tell Me What To Do” effect. So why do we keep thinking it will work with other people? Here’s what […]

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Why Cass Sunstein Hates Sludge — And How You Can Harness it for Good

By Sara Isaac

July 11, 2019

Cass Sunstein, the gentle intellectual giant of behavioral economics, is on a crusade against sludge. Not the slimy industrial ooze that the word “sludge” calls to mind, but an evil white-collar cousin: […]