Matthew Wilcox, executive director of Draftfcb's Institute of Decision Making, explains the impact behavioural economics is having on marketing

The Drum's editor-at-large Dave Birss catches up with Matthew Wilcox, the executive director of Draftfcb's Institute of Decision Making, to discuss the concept of behavioural economics and the opportunities to apply it within the ad industry.

Explaining his work, and his talk at Advertising Week New York, Wilcox says its really about "the huge impact behavioural economics has had and potentially has on marketing through the understanding it gives us of how the unconscious works and through cognitive bias."