Behavioural science | INSEAD Knowledge

Marketing

How Do We Excuse Our Bad Behaviour?

Stephanie Lin

A look at the strategies consumers use to justify actions that conflict with their values.

Nutri-Score A indicated on a food package close-up

Marketing

When Nutrition Labels Work – and When They Don't

P. Chandon, A. Indaburu

At-a-glance nutrition labels on restaurant menus can promote healthier choices among middle-class consumers. But what about the rest?

Leadership & Organisations

Why Leaders Need to Take Play Seriously

Manfred F. R. Kets de Vries

Play isn’t just for children; it’s a survival skill for creativity, resilience and innovation.

Leadership & Organisations

Our Best of 2025

INSEAD Knowledge

Impactful insights from INSEAD faculty on generative AI, the economics of sustainability and what it means to lead.

Marketing

The Power of Strategic Rivalry

A. Borah, J. Berendt, S. Uhrich, G. Kilduff

Done right, referencing your arch-rival in marketing campaigns can drive engagement and sales.

Leadership & Organisations

How Behavioural Science is Transforming Early Childhood

H. Plassmann, L. Sadoulet

An executive education programme created by INSEAD and its partners is making a measurable, enduring impact on early childhood development.

pop art of human arm wrestling robot arm

Strategy

The Power of AI to Shape Negotiations

Horacio Falcão

How to harness the vast potential of AI to enhance negotiation outcomes – while navigating its challenges.

Strategy

How Does Self-Serving Attribution Affect Strategic Decisions?

Ji-Yub (Jay) Kim

How a firm evaluates its past alliance performance can influence its choice between future alliances and acquisitions.

Marketing

The Positive Effect of Multiple Narrating Voices

Amitava Chattopadhyay

Using two or more narrators in ads can increase consumer attention and boost persuasion.

Career

Why It Pays to Be Sceptical About Behaviour Tests

Felix Jan Nitsch

Using such techniques to assess individual personality traits such as rationality might overstate their potential.

Leadership & Organisations

The Special Bond Behind Every Brilliant Idea

M. Lazar, E. Miron-Spektor, J. Mueller

The way we view ourselves shapes the way we develop and connect with our own ideas.

Operations

Better Human-AI Collaboration May Depend on Workflow Design

P. Puranam, R. Mehra

Improving how humans work with algorithms could simply be a matter of redesigning workflow.

Leadership & Organisations

Paradox Mindset: The Source of Remarkable Creativity in Teams

E. Miron-Spektor, K. Emich, L. Argote, W. Smith

Teams are more successful if they embrace internal differences and explore conflicting ideas instead of glossing over them.

Marketing

How to Shoot for the Holy Grail of Social Media Marketing

Abhishek Borah

Quality, consistent and simple messaging is what will bring in sales. The rest is just noise.

Marketing

Consumer Streaks Are Motivating – The Key Is Keeping Them Alive

A. Barasch, J. Silverman

People often go out of their way to repeat a behaviour if it is logged and highlighted to them.

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