The hot hand fallacy in basketball. Why we tend to grab a coffee to start our day or to have difficult conversations. The fact IKEA furniture is so hard to assemble sometimes is part of why it’s so popular. How does that make sense?All examples well-explained by Behavioural Economics. Statistically there’s no such thing as a hot hand in basketball.We need that coffee due to the Anchoring Effect.And IKEA furniture? We feel a sense of personal pride when we’ve finally solved the puzzle.In this episode, if we as PR and Marketing people are in the business of persuasive communications then we need to go beyond making people think or feel differently. We need to change or reinforce their behaviours. That’s where BE comes in.Guest: Adrian WheelerTwitter @adrianpragueConnect with or DM Stories and Strategies with comments and episode ideas comms_podcast. We follow back.