Part 1. Background -- Chapter 1. Behavioural Business: The Psychology of Decisions in Economic, Business and Policy Contexts -- Chapter 2. Introducing Behavioural Business -- Part 2. Concepts and Approaches -- Chapter 3. Culture and Economic Behaviour: Evidence From an Experimental-Behavioural Economics Research Programme -- Chapter 4. The Detective Mindset: Forensic Approaches to Detecting Behaviour -- Chapter 5. Gender in the Workplace -- Chapter 6. Behavioural Business Design -- Chapter 7. Behavioural Organisational Strategy -- Part 3. Applications -- Chapter 8. Charitable Giving for International Development: Insights from Behavioural Economics and Other Disciplines -- Chapter 9. Unite and Conquer? Behavioural Pitfalls in Australia's Response to COVID-19 -- Chapter 10. Unlocking Creativity for Business Potential -- Chapter 11. Behavioural Aspects of Financial Advice -- Chapter 12. Behavioural Aspects of the Real Estate Market.
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This book explores all aspects of the new and emerging area of behavioural business. This book identifies behavioural business as a powerful application of the latest insights and tools from psychology and behavioural science to decision-making in business, management and policy. This book uniquely positions behavioural business as dierent from both behavioural economics and psychology. This book instead applies a fresh focus on behavioural interventions in policy and business. This book introduces this new area and showcases what it contributes to a number of important contemporary business and policy issues. These include behavioural insights for managers in diverse and multi-cultural workplaces, designers of organisations, interventions, products and services, nancial advisors, public policy makers, business creatives and entrepreneurs as well as charity and NGO practitioners. This book summarises state-of-the-art knowledge in the areas of expertise of the authors, who are members of the Behavioural Business Lab at RMIT University in Australia. This book will interest advanced students in related subjects as well as academics and policy makers hoping to learn and apply behavioural insights to their areas of expertise.
Purpose This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.
Design/methodology/approach This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.
Findings This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.
Research limitations/implications Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers' responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.
Practical implications The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.
Originality/value While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors' knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora's ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.
