Empowering consumers to tackle misleading online sales tactics

4 October 2022

Our co-Founder, Crawford Hollingworth, presented TBA’s work with the Competition and Markets Authority (CMA) at this year’s prestigious MRS Behavioural Science Summit.

The MRS Behavioural Science Summit invited leading industry experts to showcase how behavioural science had been applied to a variety of behavioural challenges in different fields and present behaviour change impacts of interventions and research.

In our talk, Crawford shared how our behavioural science-based methodology unlocked key behavioural insights to develop an award-winning consumer-facing campaign aimed at empowering consumers to navigate misleading online sales tactics.

These sales tactics such as pressure selling using fake times or demand-based messages, or hidden charges, play on our cognitive biases and create psychological pressure on the consumer making them more likely to purchase a product or service they might not have intended on buying.

Using these behavioural insights, the CMA created the award-winning Rip-Off Tip-Off campaign that empowered consumers to recognise these sales tactics and how to avoid being influenced by them.

If you would like to hear more about this session, then please contact us for more details. 

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