We are all cognitive misers with limited attention spans. As a result, most of the thousands of messages we get bombarded with every day slip past conscious awareness and leave very little impression on us. However, some messages hijack evolutionary pathways in the brain and force us to pay attention: they understand the power of emotional marketing. In this session, Patrick will introduce the topic of behavioural science and briefly explain the psychology of attention, decision-making, and buying behaviour, before imparting how messages use these principles to grab people’s limited attention and sustain their engagement. Attendees will learn how to make messages – from emails to adverts – that get results.