If you build a strong brand, consumers are more likely to dismiss any negative information that comes out about you, and it may even make them like you more, writes William Hanmer-Lloyd.

Applying the learnings of behavioural science to advertising means understanding the culture, audience and context within which they operate, writes William Hanmer-Lloyd.

Using behavioural science, William Hanmer-Lloyd explains why ad targeting should be far more focused on context, mood and recognition of our flawed decision making.

Attitude often doesn’t precede behaviour, people lie and they can’t tell the truth even when they want to. So why on earth do we let them inform our marketing strategies, asks Will Hanmer-Lloyd.

Kicking off a new monthly series, William Hanmer-Lloyd delves into 250 years of human-focused research to question many of the core beliefs that underpin the ad industry.

As the UK braces itself for the annual retail extravaganza, Will Hanmer-Lloyd explains why Black Friday isn’t actually a behaviourally sound sales tactic.

William Hanmer-Lloyd explains how our mood impacts how we process information and the decisions we make.

In the build-up to the election, multiple charities and interest groups are trying to encourage young people to vote. However, most of their efforts will actually make the problem of limited youth voting worse.

People are often wrong when asked to state their preferences or predict what they’ll do. William Hanmer-Lloyd explains how brands can understand human behaviour better.

Our view of value is highly malleable to small influences, writes Total Media’s William Hanmer-Lloyd – and that means advertising can change a consumer’s view of how much they are willing to pay.