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Behavioural Science for Brands

Course Guide

How to influence people to love your brand and buy your products

There have been shelf-loads of books written about behavioural science and psychology. So, do we need this course?

The short answer is yes. This course is different.

Most commentators have focused on describing the findings of behavioural science. That’s useful, but it’s not ideal for marketers or those running their own businesses.

Instead of describing academic findings, this course shows you how to apply them, to make your brand even more successful.

Behavioural science can improve all aspects of marketing: from pricing to promotions, from media to messaging. If your customer is human, there will be something for you.

How can we do this?

We will look at a wide variety of biases (not just the most popular ones) and explain how you apply them.

But variety can be confusing, so we’ll also introduce you to a simple framework, C.R.E.A.T.E.S., for navigating the complexity.






Magda B.

United Kingdom

I didn't know what to expect, but delighted I joined. Excellent stuff. It made my morning commute much more bearable.

Bradley C.


I was unsure of this at first, however, learning on your time, in a fun way, works for me!

Diana M.

South Africa

Glad I took the leap! Not only educational but also entertaining, which is still very rare these days.

Charlotte B.

United Kingdom

Really easy to digest and the right balance of video and article content.

Tom K.

United States

Engaging, informative, varied, and very well researched.



An intro to behavioural science.


Discover how context influences the way your message is received.


Learn how you can position your brand by drawing relative comparisons.


Learn the simple techniques to make your brand as attractive as possible.


Understand how timing influences consumer behaviour.


The easier you make something to do, the more likely it will be done.


Master how to leverage our inherent social nature for your brand’s benefit.

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Meet your

Thought leaders

Richard Shotton

Richard is the author of The Choice Factory, a best-seller now translated into six languages. It won BBH’s ‘World Cup of Advertising Books’ – a poll of nearly 5,000 marketers to find the best book ever written on advertising.

Richard is the founder of Astroten, a consultancy that uses insights from behavioural science to help brands solve their communication challenges.

He tweets about the latest social psychology findings from the handle @rshotton.



WARC provides the latest evidence, expertise and guidance to make marketers more effective. In fact, it’s our mission to save the world from ineffective marketing.

Our clients include the world’s leading brands, advertising and media agencies, media owners, research companies and universities - including the top-five largest agency groups and top-five largest advertisers in the world. They rely on us for rigorous, unbiased information and advice on almost any advertising and marketing issue, which we deliver via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services.


Cannes Lions

Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. Now for the first time anyone in the world can learn from and be inspired from the best of the best in the industry all from the comfort of your own home.


Cristina Balanzó

Ph.D., Consultancy Director / Board Member of Walnut Unlimited, the human understanding agency within the Unlimited Group. Prior to this, Cristina was Global Head of Neuroscience at TNS. Cristina has over eleven years’ experience in advertising agencies, including the position of Strategic Planner at McCann Erickson. Cristina holds a degree in Sociology and a Ph.D. in Communication. Her doctoral thesis deals with improving advertising effectiveness and consumer insight using cognitive neuroscience approach.


Tara Austin

Tara Austin is Chief Strategy Officer at Kindred - a creative agency that specialises in delivering positive change across the public and private sectors. With a decade in brand strategy behind her at Publicis and Ogilvy, Tara considers herself fortunate to have been at the forefront of the revolution in applied behavioural science as one of the founding members of Ogilvy Change, the dedicated behaviour change practice at Ogilvy.


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What people are saying

Jan M.

Czech Republic

I read Richard Shotton book and loved it, this course is a great sum with a lot of examples from marketing which is something that I miss on the internet. Thank you!

Ross C.

United Kingdom

The drawing of examples from real life, with insights into how they'd be applied in the brand world makes it a great combination of interesting and useful.

Tommy C.


A very interesting subject and I really liked the setup of the course. Short, interesting lectures, clear examples and questions that invited to some reflection. Well done!

Andrew B.

United Kingdom

A wealth of information and insight brought together in a cleverly structured way.

Elizabeth G.

United States

I've taken both the Storytelling and Behavioural Science course from Cannes. I felt that they were very informative and I know I'll apply the learnings to my role as a Strategist. I do recommend you go through the modules yourselves -- there were some links that were broken or articles we couldn't access.

Nina J.

United Kingdom

This course was fantastic - full of insight, interest - and fun. It didn't feel like learning (though I came away with plenty of useful gems, so clearly I did learn a lot!)

Till B.


Great insights, great materials, great course!

Hala K.


Great, diverse and rich content provided in an easy to read and memorable way. I liked the switch between videos and text, the links to extra resources and reading and the wealth of examples provided that makes the course more concrete and helps project how to apply the learnings.

Magnus H.


This provided me with a really helpful framework to use on our marketing campaigns and was enjoyable and straight forward. Some really helpful advertising examples and a great addition to Richards book.

Pau F.


Nice and easy to follow. Was my dream course

Peddinti S.


Wonderful course

Andy V.

United States

I heard about this from a colleague at Google, is a really handy straightforward guide to behavioural science, I had little prior knowledge of the fiend but found it easy to understand and full on interesting case studies, experiment, biases and frameworks.

Armand S.


It was easy to understand. The pacing was nice. I can easily incorporate the learnings in my work.

Adam R.

United Kingdom

Easily digestible chapters, lots of further reading in the links, really interesting subjects...maybe some of the questions could have a been a touch harder, but on the whole I thought it was great and have recommended to others.

Gonzalo G.


This course seemed a bit more comprehensive than the Behavioural Economics one, but still would love to be able to get deeper into the subject through the platform. Introduction courses are great, but leave me wanting more, much more

Keith B.


Enjoyable course filled with solid article citations - a great resource a a refresher for myself on the subject.

Derek M.

United Kingdom

Enjoyable course, with interesting links throughout to emphasize the points being made. Perhaps a bit more on the theory would have been beneficial.

Su K.


I took this after the behavioural economics course so it’s quite similar in some ways.

Maren U.

United Kingdom

Managed to finish this in a day, started in the morning and couldn't stop, really enjoyed learning about the biases and examples, is eye opening to see how easily we can be nudged to change our behaviour.

José C.


An incredible course by one of the best behavioural scientist.

Elmari S.

South Africa

Really enjoyed the presentation of behavioural science within the context of brands and advertising. The discussion section below each lesson is also quite insightful; pls expand this to include as many comments as possible.

Tim H.


Science brought into practice with inspiring examples from excellent advertising.

Eddie L.


The examples where interesting but I needed it to be more practical with Technics not just the information.

Emma C.

United Kingdom

I liked that you were tested at the end of every chapter, re-enforcing the lesson. I also really liked all the links to further reading and resources which will help the course live on!

Hugo C.


Pretty interesting topics, nicely presented. It was fun learning experience.

Bart M.

United States

great course. would love some kind of checklist for marketers to make it super frictionless to apply these principles. would only require slight re-jiggering of your tips booklet

Michael H.

United Kingdom

Really interesting material, written in a way to make it easy to understand. Never felt overly complex, but not patronising either. Some of the chapters could maybe have been a bit longer, with a bit more depth.

Serhat Ş.


Course is amazing. There were so many academic proof and source for external reading but course was a little bit short. Maybe it could be more detailed.

Joris N.


Very interesting overall, but I'd love a little more context and info about the model that was used. Besides that: nice examples. Personally, this course feels more like an introduction - I'd love more!

Xiaohua L.


Interesting take on the science on branding. Makes people more aware of the techniques used by marketeers in everyday lives.

Lina W.



Aaron B.

United States

Good content, must create compelling reason to watch each video.

Declan G.


Good quality lessons, meaningful insights but often the evaluation question at the end was too easy. For paid MOOCs I like to feel challenged in order to feel I deserve my certificate.

Peter D.

United Kingdom

Thought-provoking and practical, an enlightening and rewarding course.

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Behavioural Science for Brands