NewTraining: Introduction to Behavioural Economics

"Overall quality was excellent this was a really insightful and enjoyable day with a knowledgeable and engaging trainer."

Gambling Commission

Now with the flexible option to be delivered in a virtual online classroom and soon to return, face to face training.

All policy implementations and project delivery depend on human beings. Anything that helps us better understand how people make decisions will improve our chances of success. This course offers a more scientifically robust and accessible model for understanding the basis of behaviour change in a fundamentally different way and how to implement against it.

Delivered with an entertaining and lively mixture of collaborative learning and team exercises, the introductory course on Behavioural Economics will be in line with the principle of behavioural economics itself – full of experiments, case histories and even some psychological illusions. Participants are encouraged to bring their own stories and examples

Key features:

  • Explore why the old rational/cognitive models still cling on and the limits of the information processing and ‘messaging’ models of communication
  • New understanding of the brain with an emphasis on the role of System 1 and System 2 and how they differ
  • Understand the role and importance of engaging the emotions
  • Open up new areas such as priming, norms heuristics and availability 

Designed for:

Participants from all background as this course touch on a range of topics, from communications development to culture and change management. 

Learning Outcomes:

Participants will replace the old faculty model of the rational consumer, with one that is more in-line with the cutting-edge thinking about the emotional and social triggers that underline behaviour change. In addition, this will help participants in their decision making within their organisation’s culture.



10:00 - 16:00


£595 + VAT


St James’s Park, London


10 September 2020 Book6

Lead Trainer

Anthony Tasgal

Anthony Tasgal

Tas is a former ad agency Planner who has spent the last ten years running a strategic brand, communications and training consultancy specialising in creating ‘Insightment’ and Storytelling. He was also founding editor of Mintel’s Trends product, Inspire.

Read Bio
Anthony Tasgal

Anthony Tasgal

Tas runs courses on Storytelling, Behavioural Economics, Insightment and Creative Briefing amongst others in the UK, US, China and UAE.

He is also a long-term Ad Agency planner/Strategist and still freelances with several ad agencies and clients.

He is an Associate Lecturer at London College of Communications, Bucks New University, Nottingham Trent and Beijing Normal Universities.

Tas is also a Principal Advisor for CIO Connect in Hong Kong, the premier advisory service dedicated to CIOs and other technology leaders in Hong Kong.

Tas is a regular speaker at international conferences, for example, keynoting [an actual verb] at the US Insights Association “Next” conference in New York in May 2017 as well as at the Australian Market Research Society annual conference in Sydney in September 2017.

He is the author of The Storytelling Book,  the award-winning guide to using storytelling techniques to improve presentations and communication. The book is already on a fourth reprint.

A short clip from a recent book talk is here and an article from Management Today is here.

His new book “The Inspiratorium”, a compendium of insight and inspiration is full of thinkers thoughts and their distilled wisdom covering subject from artificial intelligence to philosophy and football. This book is out now on both physical and virtual shelves.

Tas is also a Trustee of the Phoenix Cinema, the oldest continually-running cinema in the UK, speaks passable French, obsesses about etymology, rather over-avidly follows Arcade Fire, Game of Thrones and Stranger Things, and plays tennis and skis harmlessly.


Tailored in-house training

Civil Service College can deliver In-House training within your organisation that is exactly tailored to meet your individual training requirements.

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