3 needs and 3 opportunities As Hugh Mackay notes in his book, WHAT MAKES US TICK, the need for control is a basic driver of human behaviour. It is also a key driver of consumer behaviour. People are driven to control: Their environment. There is a fear of the unpredictable. People are driven to pathways […]

3 needs and 3 opportunities As Hugh Mackay notes in his book, WHAT MAKES US TICK, the need for control is a basic driver of human behaviour. It is also a key driver of consumer behaviour. People are driven to control: Their environment. There is a fear of the unpredictable. People are driven to pathways they believe enhances that control, including: Tough laws and enforcement. Harsh or mandatory prison sentences. ‘Stopping the boats’ is all about having control. Consumers are drawn to products and services they believe increase their control, including: Nicotine patches – controlling the craving for cigarettes Alarms – the control the behaviour of would be thieves Private schools – to control the behaviour of the children The fact is of course that control is an illusion. Stopping smoking is about making a decision, not using crutches. Alarms go off in the street every day and no one…