When large numbers of people need to be contacted, we’re often asked: should we send emails or letters? Well … it depends on the factors at play. This article explains how understanding these factors can help you to make better decisions.
One of the achievements of behavioural economics was to overhaul the view of humans as selfish and rational creatures. But another assumption has gone somewhat unchallenged—that humans behave more or less alike. Behavioural scientists and practitioners typically focus on the hypothetical “average” person: we apply global interventions and track changes in mean-level behaviour.