The EAST framework for behavioural nudges in marketing? (Change management)
Red Star Kim
AUGUST 29, 2023
The EAST framework was developed by the Behavioural Insights Team (BIT) in 2012 to help policy makers promote change. To change behaviour the intervention must be: EASY – If a decision requires minimal effort, it’s more likely to be the one that’s chosen. How might we use the EAST framework for behavioural nudges in marketing?
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