We ask Beth Altringer, Lecturer on Innovation and Design at Harvard University, about behavioural science in advertising and why brands should care about desirability.
May 28, 2016
What can behavioural science tell advertisers?
Harvard lecturer Beth Altringer on why brands should care about desirability.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Related Articles
PROMOTED
May 28, 2016
Who gave the best talk at C2?
May 25, 2016
C2 kicks off with Cannes Lions' case for creativity
Just Published
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Jan 29, 2026
Gemini 3 becomes the default model for AI Overviews
A pair of updates from Google see the tech giant attempt to gain a further foothold in the battle for AI-powered search supremacy.
Jan 29, 2026
Google criticised after blocking measurement ...
YouTube owner sent a 'cease and desist' letter to Barb and Kantar Media.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Jan 29, 2026
Inside Campaign Connect Indonesia: what matters to ...
Candid conversations on growth, AI and the cultural trade-offs of scaling brands, with more than 100 marketers in the room.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Jan 29, 2026
Meta hits $200 billion revenue milestone on ...
Meta reports double‑digit year-on-year revenue growth, with advertising once again accounting for almost all of the top line.