Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

How small changes to choice design can help pharma brands drive better prescribing outcomes

Wed, 12 Aug 2026 12:00:00 -0400

MichaelAaron and Richard explore why half of chronic-illness patients skip their medication, and why scaring them into compliance backfires. They cover a study on avoiding bad medical news, a simple diagram that cut medication errors in half, and two studies showing doctors are swayed by menu order and time of day when prescribing.

Interview: Michael Norton, Harvard Business School professor and author of The Ritual Effect, on how brands turn ordinary consumption into rituals that build emotional connection

Wed, 05 Aug 2026 12:00:00 -0400

Harvard professor Michael Norton, author of The Ritual Effect, joins MichaelAaron and Richard to explore why identical actions feel meaningful to one person and trivial to another. They cover how Oreo, Stella Artois, and Guinness turn consumption into ritual, and what marketers should watch for when customers improvise their own rituals.

Why 95% of companies stall on AI, and the behavioral science that fixes it

Wed, 29 Jul 2026 14:00:00 -0400

MichaelAaron and Richard unpack a new Behavioral Insights Team report on why most companies fail to get employees using AI, covering how social proof lifts adoption, why removing small points of friction beats motivational pitches, and why framing AI as something to lose outperforms framing it as a gain.

Inside Influence: Live with Dr. Robert Cialdini

Wed, 22 Jul 2026 08:00:00 -0400

In this special finale to the Inside Influence series, MichaelAaron and Richard are joined by Dr. Robert Cialdini to revisit the principles behind his landmark book Influence. Together, they explore ethical persuasion, authority, AI, and the practical behavioral insights that continue to shape effective marketing

Inside Influence Part 3: How Cialdini’s Principles of Consistency and Unity Shape Modern Marketing

Fri, 17 Jul 2026 13:00:00 -0400

In part three of the Inside Influence series, Richard Shotton and MichaelAaron Flicker explore Cialdini’s principles of commitment, consistency, and unity - revealing how small commitments, shared identity, and group belonging can dramatically shape persuasion and behavior.

Inside Influence Part 2: How Cialdini’s Principles of Social Proof, Scarcity, and Authority Shape Consumer Behavior

Wed, 15 Jul 2026 14:00:00 -0400

In part two of the Inside Influence series, Richard Shotton and MichaelAaron Flicker unpack Cialdini’s principles of social proof, authority, and scarcity - exploring the psychology behind popularity, trust, exclusivity, and why small shifts in perception can dramatically change consumer behavior.

Inside Influence Part 1: How Cialdini’s Principles of Reciprocity and Likability Drive Consumer Action

Mon, 13 Jul 2026 14:00:00 -0400

This week, MichaelAaron and Richard kick off their miniseries “Inside Influence” on Robert Cialdini’s classic book Influence. They unpack the principles of reciprocity and liking, exploring how gifts increase spending, why similarity builds trust, and how brands can ethically shape persuasion and behavior.

How behavioral science reveals what traditional market research misses

Wed, 08 Jul 2026 13:00:00 -0400

In this episode, MichaelAaron and Richard challenge some of marketing’s biggest assumptions about consumer research. They explore why people often can’t explain their own decisions, why A/B tests outperform surveys, and how observing real behavior leads to stronger insights and better marketing decisions.

Interview: Richard Chataway, author of The Behavior Business, on why every business is in the business of behavior

Wed, 01 Jul 2026 14:00:00 -0400

In this episode, we speak with Richard Chataway, founder of Communication Science Group and author of The Behaviour Business. Richard reveals how he used behavioral science to help people quit smoking, why diversity has both a moral and commercial justification, and how interacting with AI changes our behavior.

How AI is influencing marketing and why human judgment still matters

Wed, 24 Jun 2026 12:00:00 -0400

In this episode, MichaelAaron and Richard explore the intersection of artificial intelligence and behavioral science. They discuss why AI amplifies good and bad thinking alike, how overreliance can weaken judgment, why creativity risks becoming more uniform, and how understanding human behavior remains a critical advantage in the age of AI.

How e-commerce brands use behavioral science to increase perceived value

Wed, 17 Jun 2026 14:00:00 -0400

In this episode, MichaelAaron and Richard explore how behavioral science can improve e-commerce performance. From why perfect reviews reduce trust to how scarcity boosts value perception, they unpack practical ways brands can increase conversion, reduce friction, and shape buying decisions online.

Interview: Michael Hallsworth, creator of the EAST framework, on what really changes behavior

Wed, 10 Jun 2026 13:00:00 -0400

In this episode, MichaelAaron and Richard sit down with behavioral scientist Michael Hallsworth, co-creator of the EAST framework and author of The Hypocrisy Trap. They explore behavior change, social influence, hypocrisy, and why relatable messengers, simple interventions, and context matter more than most marketers realize.

Behavioral Science for Agencies: Strategy

Wed, 03 Jun 2026 14:00:00 -0400

In this episode, MichaelAaron Flicker and Richard Shotton explore how agencies can use behavioral science to build stronger brand strategies. From the mere-exposure effect to the halo effect and goal dilution, they unpack why consistency, focus, and clear communication often outperform complexity and constant reinvention.

The 4 P's of Marketing: Place

Thu, 28 May 2026 03:00:00 -0400

In this episode, the fourth and final installment in a miniseries on the 4 Ps of Marketing, MichaelAaron Flicker and Richard Shotton explore how behavioral science shapes “place.” From making products easier to access to using scarcity and premium environments to influence perception, they unpack why distribution is far more powerful than most marketers realize.

Interview: Robert West, creator of the COM-B model, on the three forces behind every human behavior

Wed, 20 May 2026 15:00:00 -0400

In this episode, MichaelAaron and Richard sit down with behavioral scientist Robert West, creator of the COM-B model, to explore the three forces behind every human behavior: capability, opportunity, and motivation. They discuss why behavior change so often fails, how environments shape decisions more than we realize, and how businesses and governments can design more effective interventions.

The 4 P's of Marketing: Product

Thu, 14 May 2026 13:00:00 -0400

In this episode, part three of a miniseries on the 4 Ps of Marketing, MichaelAaron and Richard explore how behavioral science shapes product design. From optimal newness to visible social proof and sensory cues, they show how small design choices can dramatically influence perception, appeal, and willingness to pay.

Awarded Campaigns: How Specsavers used humor and consistency to become one of the UK’s most effective brands

Wed, 06 May 2026 13:00:00 -0400

In this episode, MichaelAaron and Richard unpack how Specsavers turned a simple joke into one of the UK’s most effective campaigns. By combining humor, consistency, and behavioral science, they show how the brand captured attention, avoided fear-based messaging, and built lasting trust and growth.

The 4 P's of Marketing: Pricing

Wed, 29 Apr 2026 15:00:00 -0400

In part two of our miniseries on the 4 Ps of Marketing, MichaelAaron and Richard explore how behavioral science can improve pricing decisions. They discuss how price signals quality, why delaying costs boosts uptake, how fairness shapes willingness to pay, and how framing upgrades as small differentials can increase conversion.

Interview: Nick Chater on the illusion of stable preferences and how decisions are shaped in the moment

Wed, 22 Apr 2026 18:00:00 -0400

In this episode, MichaelAaron Flicker and Richard Shotton speak with Nick Chater about the “flat mind” theory and what it means for marketers. They discuss why people improvise decisions in the moment, how context shapes behavior, and why simple cues can be more powerful than deep persuasion.

The 4 P's of Marketing: Promotion

Wed, 15 Apr 2026 16:00:00 -0400

In this episode, MichaelAaron and Richard explore how behavioral science can strengthen the promotion pillar of the four Ps. They cover the power of language framing, why admitting the right flaw can increase credibility, and how the “but you are free” technique boosts compliance without pressure.

Interview: Karen Nelson-Field, author of The Attention Economy, on why not all reach is equal

Wed, 08 Apr 2026 14:00:00 -0400

In this episode, MichaelAaron Flicker and Richard Shotton speak with Karen Nelson-Field about why attention has become one of the most important metrics in modern advertising. They explore how attention differs from reach, what drives it across channels, and how brands can plan media more effectively by focusing on real human engagement.

Awarded Campaigns: How DP World changed global shipping by questioning a hidden assumption

Wed, 01 Apr 2026 16:00:00 -0400

MichaelAaron Flicker and Richard Shotton unpack how DP World helped shift a global shipping standard that no one had questioned for nearly a century. By challenging status quo bias and rallying competitors around a shared change from −18°C to −15°C, the campaign cut emissions, reduced costs, and reshaped an entire industry.

Interview: Bri Williams, behavioral scientist and founder of People Patterns, on designing customer journeys that change behavior

Wed, 25 Mar 2026 14:00:00 -0400

In this episode, we chat with Bri Williams, author of The Williams Behaviour Book and managing director at People Patterns. We explore how to change behaviour inside companies, and cover a range of principles, such as the Zorro technique, the “But You Are Free” principle and “Arming Your Advocate” model.

Awarded Campaigns: How Procell reframed the true cost of cheap batteries to win B2B buyers

Wed, 18 Mar 2026 15:00:00 -0400

MichaelAaron Flicker and Richard Shotton analyze Procell’s award-winning B2B campaign that reframed the “cheap battery” decision by highlighting the hidden labor cost of replacing them. Using humor and behavioral science, the campaign shifted procurement thinking from purchase price to true cost.

Interview: Thomas McKinlay, founder of Science Says, on cutting through marketing “snake oil” with evidence

Wed, 11 Mar 2026 15:00:00 -0400

In this episode, we interview Thomas McKinlay, founder of the Science Says newsletter, about what biases can be applied in ecommerce decisions. Thomas walks us through lots of evidence-based insights, like where to place prices, how charging a small fee is better than giving something for free, and why online retailers should handwrite thank you notes.

Awarded Campaigns: Lucky Yatra, on how a ticket-lottery turned fare dodgers into paying passengers

Wed, 04 Mar 2026 14:00:00 -0500

In this episode, MichaelAaron and Richard launch a new series by unpacking Lucky Yatra, an award-winning Indian Railways campaign that turned tickets into lottery entries. They explore how uncertain rewards, positive framing, and smart incentives drove a 34% rise in ticket sales

How small behavioral shifts can help make you happier

Wed, 25 Feb 2026 12:00:00 -0500

In this episode, MichaelAaron and Richard explore how small behavioral shifts can boost happiness. Drawing on research into the hedonic treadmill, pro-social spending, experiences over possessions, and the power of anticipation, they unpack practical, science-backed ways to increase joy in everyday life.

Interview: Mark Ritson on consistency, pricing power, and the myths holding marketers back

Wed, 18 Feb 2026 13:00:00 -0500

In this episode, we’re joined by the brilliant Mark Ritson - marketing professor, columnist and founder of the MiniMBA in Marketing. We talk about the underestimated power of consistency in marketing, his “Bothism” approach to strategy and why insights from B2C marketing also work in B2B.

How to use behavioral science to create positive social impact

Wed, 11 Feb 2026 17:00:00 -0500

In this episode, we start our mini-series on behavioral science for social good. This time, we’re discussing how to encourage people to stop smoking. We explore three principles – social proof, the importance of starting small, as well as why fear-mongering can backfire.

Interview: Kevin Chesters, co-author of The Creative Nudge, on why great creativity requires discomfort, not consensus

Wed, 04 Feb 2026 12:00:00 -0500

In this episode, we speak with Kevin Chesters, author of The Creative Nudge and ex-CSO at Ogilvy UK, about the behavioral science of creativity. Kevin explains how small tactics can boost creativity, why time pressure kills it, and how organizations can build a culture of lateral problem solving.

Inside Hacking the Human Mind: lessons from the world’s most effective brands

Wed, 28 Jan 2026 14:00:00 -0500

In this episode, we celebrate our new book Hacking the Human Mind. We share our favorite chapters, unpack the behavioral science behind the brands featured, and reflect on what we’d add if we were writing it again.

MichaelAaron Flicker and Richard Shotton on 100 episodes of behavioral science, brands, and ideas that actually work

Wed, 21 Jan 2026 14:00:00 -0500

In this 100th episode, MichaelAaron and Richard look back on their favorite moments from the podcast so far, including standout brand case studies like Guinness and Aperol, and key behavioral science principles like the generation effect and reverse benchmarking. They also share a preview of what’s ahead.

Interview: Tim den Heijer, author of The Housefly Effect, on how friction, incentives, and context shape behavior

Wed, 14 Jan 2026 14:00:00 -0500

In this episode, we chat with Tim den Heijer, co-author of the best-selling book, The Housefly Effect, about how small and often overlooked details can have a large impact on behaviour. Tim unpacks some key ideas from his book, including how to apply loss aversion, how to prevent incentives from backfiring and the importance of product naming.

Interview: Tara Austin, behavioral strategist at Ogilvy, on how small behavioral cues drive large-scale change

Wed, 07 Jan 2026 14:00:00 -0500

In this episode, we sit down with Tara Austin, Partner at Ogilvy. Tara shares the behavioral science principles for creating effective communications. We discuss a broad range of campaigns, from using scarcity to drive demand for KFC's $1 chips to stopping vandalism by painting baby’s faces on shop shutters.

CBL Rewind: How behavioral science explains why most New Year’s resolutions fail - and how to fix them

Wed, 31 Dec 2025 18:00:00 -0500

In this episode, we revisit episode 25 to explore why most New Year’s resolutions fail—and how behavioral science can help. From public commitment to habit stacking and friction reduction, we unpack practical strategies for making resolutions more likely to stick.

CBL Rewind: Phil Agnew, host of Nudge, on social proof, curiosity gaps, and ethical influence

Wed, 24 Dec 2025 13:00:00 -0500

We’re revisiting our chat with Phil Agnew, creator of the Nudge podcast, to explore how behavioral science shows up in everyday marketing. From pricing to persuasion, Phil shares examples and tactics that continue to resonate.

Interview: Jo Arden, strategist and Campaign contributor, on why hope and humor make messages stick

Wed, 17 Dec 2025 13:00:00 -0500

In this episode, Jo Arden - Chief Strategy Officer at AMV BBDO and Campaign contributor - shares how hope, humor, and smart messaging can drive behavior change. From Stoptober to herpes awareness, we explore the behavioral science behind emotional resonance, effective messengers, and public health impact.

How small behavioral nudges can transform culture and performance at work

Wed, 10 Dec 2025 13:00:00 -0500

In this episode, we explore how to apply behavioral science to drive culture change and performance inside organizations. From using social proof and friction reduction to regret lotteries and purposeful work, we unpack four practical nudges that help teams adopt new behaviors and adapt to change.

Interview: Susan Weinschenk, author of 100 Things Every Designer Needs to Know About People, on the psychology behind effective user experience

Wed, 03 Dec 2025 11:00:00 -0500

In this episode, we talk with Dr. Susan Weinschenk - behavioral scientist and best-selling author of 100 Things Every Designer Needs to Know About People. Susan uncovers the science behind attracting attention, boosting memory and explains when to add or remove friction to make your user experience more effective.

Behavioral Science For Agencies: Copywriting

Wed, 19 Nov 2025 09:00:00 -0500

In this episode, we explore how behavioral science can improve copywriting. From the power of concrete language to the surprising upside of shorter, simpler messages - and why framing things as losses can be more persuasive than gains - this episode is packed with practical tips for agencies and brands alike.

Interview: Will Storr, author of The Science of Storytelling, on how great stories persuade and inspire action

Wed, 12 Nov 2025 10:00:00 -0500

In this episode, we talk with Will Storr, author of The Science of Storytelling, about why humans are wired for narrative. From identity and status to simplicity and surprise, Will shares how marketers can craft stories that persuade, stick, and move people to action.

How BMW leveraged the fresh start effect to win over new drivers

Wed, 05 Nov 2025 09:00:00 -0500

In this episode, we explore how BMW used behavioral science to grow consideration by targeting fresh starts like home buying, leveraging price relativity with luxury context, and exploiting proximity to boost brand perception. It's a clever use of timing, framing, and emotional influence.

How Halloween candy can teach marketers about choice, memory, and reward

Wed, 29 Oct 2025 09:00:00 -0400

In this special Halloween-themed episode, we explore three behavioral science principles with surprising brand applications: how variety bias can help challenger brands, why ending on a high note matters, and how uncertain rewards can drive more excitement and engagement—without costing more.

Behavioral science for agencies: Pitching

Wed, 22 Oct 2025 10:00:00 -0400

In this episode, MichaelAaron and Richard explore ways that behavioral science can improve the agency pitch process. From the illusion of effort to the stolen thunder effect and extremeness aversion, this episode unpack practical ways agencies can boost trust, stand out, and win new business.

Interview: Dan Ariely, author of Predictably Irrational, on unfakeable signals, friction, and trust in brands

Wed, 15 Oct 2025 12:00:00 -0400

In this episode, Dan Ariely joins us to explore how brands build trust, communicate authentically, and reduce friction. From peacocks to pricing to motivational t-shirts, he unpacks the behavioral signals that shape consumer perception and drive long-term brand value.

Interview: William Poundstone, author of Priceless, on anchoring, fairness, and the myth of “fair value”

Wed, 08 Oct 2025 12:00:00 -0400

In this episode, we talk with William Poundstone, author of Priceless, about how pricing psychology shapes behavior. From anchoring and fairness to flat-rate bias, we explore how marketers can use behavioral science to influence value perception and drive smarter pricing decisions.

Interview: Adam Alter, NYU marketing professor and author of Irresistible, on nine-enders, fluency, and naming that sells

Wed, 01 Oct 2025 12:00:00 -0400

This week we’re joined by Adam Alter to explore the behavioral forces that drive decision-making. From the psychology of getting unstuck to the power of fluency, labeling, and context, Adam shares practical insights for marketers looking to change minds - and behavior.

Interview: Orlando Wood, author of Lemon and Look Out, on why showmanship beats salesmanship

Wed, 24 Sep 2025 10:00:00 -0400

In this episode, Orlando Wood shares why today’s ads often fail to capture attention—and what brands can do about it. From the power of characters and music to the science of right-brain appeal, he reveals how to make advertising more effective, memorable, and emotionally engaging.

Hacking the Human Mind - Book Preview: Pringles

Wed, 17 Sep 2025 09:00:00 -0400

MichaelAaron and Richard open with a sneak preview of their upcoming book, Hacking the Human Mind. Next, they revisit the Pringles case study from way back in Episode 7 - a new form factor, a sticky rhyme (“once you pop…”), and the power of fluency. They also unpack skin-in-the-game incentives to favor outcomes over optics.

How Heinz used precision and the pratfall effect to make its ketchup unforgettable

Wed, 10 Sep 2025 10:00:00 -0400

This episode dives into the behavioral science behind Heinz’s iconic brand. Discover how specificity, self-deprecating honesty, and inviting consumer participation help make Heinz ketchup more memorable, trusted, and irresistible at the table.

Interview: Nancy Harhut, author of Using Behavioral Science in Marketing, on the behavioral triggers that boost engagement

Wed, 03 Sep 2025 11:00:00 -0400

This week, behavioral marketer Nancy Harhut joins the podcast to explore how science-backed tactics like social proof, cognitive fluency, and personalization can lift engagement and boost conversions. Hear how she helped brands like Nationwide drive millions in revenue by applying behavioral design.

How Klarna uses present bias and temporal reframing to make shopping feel irresistible

Wed, 27 Aug 2025 11:00:00 -0400

This episode unpacks the behavioral science behind Klarna’s success. Learn how the brand uses present bias and temporal reframing to reduce friction at checkout, increase willingness to pay, and reshape how consumers perceive cost—without relying on discounts.

Hacking the Human Mind - Book Preview: Häagen-Dazs

Wed, 20 Aug 2025 09:00:00 -0400

In this episode, MichaelAaron and Richard share a first look at their upcoming book Hacking the Human Mind, a guide to applying behavioral science for brand growth. Then, they revisit the Häagen-Dazs case study—exploring how foreign branding and price relativity helped transform everyday ice cream into a luxury experience that set powerful consumer expectations.

Interview: Uri Gneezy, author of Mixed Signals, on why misaligned incentives backfire

Wed, 13 Aug 2025 08:00:00 -0400

In this episode we speak with Uri Gneezy, behavioural economist and professor at the Rady School of Management at UC San Diego. Uri is the author of Mixed Signals and The Why Axis. In the episode, he explores how poorly designed incentives can backfire, why intentions don’t often match outcomes and how to overcome the common pitfalls in our thinking.

Hacking the Human Mind - Book Preview: Dyson

Thu, 07 Aug 2025 00:00:00 -0400

We’re thrilled to announce the upcoming launch of Hacking the Human Mind, A new book exploring how behavioral science powers the world’s most iconic brands. Re-watch this episode and get ready for Hacking the Human Mind, hitting shelves September 30th.

Interview: David Robson, author of The Expectation Effect, on how beliefs shape behavior

Wed, 30 Jul 2025 09:00:00 -0400

In this episode we speak with David Robson, science journalist and author of The Expectation Effect. David explores how beliefs, attitudes and expectations shape our health, performance and daily experiences. He explains the fascinating science behind placebo effects, the power of mindset in influencing outcomes and the implications for behavior change messaging.

Interview: Patrick Fagan, author of Hooked, on the behavioral shortcuts that influence what we buy

Wed, 23 Jul 2025 10:00:00 -0400

In this episode we speak with Patrick Fagan, behavioral scientist and co-founder of the consultancy Capuchin Behavioral Science. Patrick is the former lead psychologist at Cambridge Analytica, author of Hooked and co-author of Free Your Mind. He shares insights into the hidden drivers of consumer behavior, how data and psychology intersect and why marketers should tap into the irrational mind.

Interview: Phil Graves, author of Consumerology, on the hidden flaws of market research

Wed, 09 Jul 2025 13:00:00 -0400

In this episode, we chat with Phil Graves, author of Consumerology. As a leading voice on the flaws of traditional market research, he explains why what customers say often differs from what they do. He also highlights the mechanisms behind purchase decisions and explores how behavioral science offers a more reliable lens for understanding real consumer behavior.

Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work

Wed, 25 Jun 2025 08:00:00 -0400

In this episode we sit down with Rory Sutherland, author of Alchemy. As one of advertising’s most original thinkers, he makes the case for embracing irrationality in marketing, argues why logic is overrated and explains how small shifts can lead to big behavioral effects.

Behavioral science for agencies: media planning

Wed, 18 Jun 2025 08:00:00 -0400

In this episode we explore how behavioral science can be applied to media planning. We discuss the fundamental attribution error and why this suggests brands should spend less time thinking about target audiences and more time thinking about target contexts.
We then look at some specific moments that brands can target – such as when people are in a good mood or when their age ends in nine.

How Five Guys uses the illusion of effort to make their burgers taste even better

Wed, 04 Jun 2025 08:00:00 -0400

In this episode, we look at the story of Five Guys and how they used behavioral science to become one of the most successful brands in the ‘better burger’ category. We identify some of the secrets to their success such as ending the experience on a high, harnessing the illusion of effort by letting dinners see into the kitchen and - perhaps most importantly of all – harnessing the power of simplicity!

Interview: Steve Martin, author of Messengers, on the eight key traits of an effective messenger

Thu, 29 May 2025 09:00:00 -0400

In this episode we speak with Steve Martin, co-author of Yes! 60 secrets from the science of persuasion which has sold over 1.5 m million copies. We talk to Steve about his latest work on the messenger effect and the eight traits that make a messenger influential.

How Oatly used the messenger effect to become the world's most successful milk alternative

Thu, 22 May 2025 08:00:00 -0400

In this episode, we explore how Oatly became a billion-dollar brand by using behavioral science in clever, unexpected ways. We unpack how the launch of their Barista Edition—crafted specifically for coffee shops—tapped into the Messenger Effect, where who delivers a message matters as much as what is said. Along the way, we break down what makes a messenger truly persuasive—and how your brand can apply the same principles to win trust and grow.

Interview: Adam Ferrier author of The Advertising Effect on why you should stop listening to your customer

Thu, 15 May 2025 10:00:00 -0400

In this episode we speak with Adam Ferrier, founder of Australian ad agency, Thinkerbell. Adam is the author of The Advertising Effect, one of the best books on applying behavioral science to advertising. On the podcast he talks about some of the most effective Australian campaigns of the last few years and why listening to your customer creates bland advertising.

How Everlane have harnessed the principle of fairness to grow their brand

Thu, 08 May 2025 08:00:00 -0400

Everlane’s success has partly been driven by differentiating themselves from the rest of the fashion industry. Crucially they have reframed the competition as behaving unfairly.

In this episode we look at a series of behavioral science experiments that show brands can disrupt consumer apathy if they position the competition as having behaved unfairly. We cover a range of studies by Werner Guth, Sally Blount and Richard Thaler. Most importantly we focus on the practical marketing applications.

Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago

Thu, 01 May 2025 03:00:00 -0400

Katy Milkman has described Ayelet Fishbach as the foremost expert on motivation in the world. In this episode we speak to Ayelet about her work and how marketers can harness it to change the behavior of their users. In a wide ranging conversation we discuss Ayelet’s research on variable rewards, the goal dilution effect and the problem with setting avoidance goals.

How GEICO use the principle of concreteness to make memorable ads

Thu, 24 Apr 2025 08:00:00 -0400

GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable?

In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.

Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant

Thu, 17 Apr 2025 09:00:00 -0400

In this episode we talk with Gareth Harvey. Gareth was previously a professor of consumer psychology but now advises companies about how they can apply findings from behavioral science. In this episode he discusses some of his work with retailers showing how they can better frame special offers, use music more effectively and adjust the shopper journey.

How Hendrick's distinctive use of nostalgia explains their marketing success

Thu, 10 Apr 2025 09:00:00 -0400

In this episode we look at one of the world’s most successful gins: Hendrick’s. We explore three behavioral science principles that explain their growth: distinctiveness, consistency and nostalgia. In particular, we look at the experimental evidence from psychologists such as Von Restorff, Zajonc and Sedikides.

Interview: Melina Palmer, author of What your Customer Wants and Can't Tell You

Thu, 03 Apr 2025 09:00:00 -0400

In this interview, we catch up with Melina Palmer who has released a new book: The Truth About Pricing. She discusses how brands like Hermes and Costco have applied principles from behavioral science. We cover ideas like scarcity, reciprocity and the importance of in groups.

How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C

Thu, 27 Mar 2025 12:00:00 -0400

In this episode, we discuss how behavioural biases can be applied by brands in a B2B setting. In particular, we look at how Zoom credibly used social proof in their earliest days and the evidence that suggests this works well in a professional setting. We also cover the principle of make it easy and the evidence of this occurring in B2B. Finally, we discuss why, if behavioural science is so effective, it so rarely used by B2B marketers.

Interview: Charles Spence, author of Gastrophysics, on the science of taste appeal

Thu, 20 Mar 2025 05:00:00 -0400

In this week's episode, we chat with Charles Spence—Oxford professor, author of Gastrophysics, and the world’s leading expert on how our senses work together to shape flavor. We discuss how brands are leveraging sensory cues to make their products more appealing, and discover practical insights for anyone who wants to understand the power of taste beyond the plate.

Interview: Nir Eyal, author of Hooked, on how to form lasting habits

Thu, 13 Mar 2025 04:00:00 -0400

In this episode we talk with Nir Eyal, author of Hooked, and one of the world's leading experts on the topic of habits. His work is of particular interest as his focus is on how brands (rather than individuals) can create habits. Nir walks us through the four elements of his model and gives lots of practical advice on what marketers can do differently.

How using humor helped Aviation gin laugh all the way to the bank

Thu, 06 Mar 2025 09:00:00 -0500

In this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why humor is such an effective (but underused) tool for brands.

We cover work by Nisbett on the halo effect that shows if a brand improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being perceived as trustworthy or modern.

Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science

Thu, 27 Feb 2025 05:00:00 -0500

In this episode we talk with Roger Dooley author of Brainfluence. In a wide-ranging conversation, we start by covering the importance of focusing on making whatever behaviour you want to encourage as easy as possible. Then we move on to the importance of experimentation and how brands can work out which, of the many behavioural biases that have been discovered, they should prioritize.

How Eleven Madison Park applied the peak-end rule to become the best restaurant in the world

Thu, 20 Feb 2025 09:00:00 -0500

In this episode we look at the rise of Eleven Madison Park to become the most critically acclaimed restaurant in the world. In particular we focus on their legendary customer service and how they used techniques like the peak-end rule to enhance diner’s memory of the visit. The lessons are relevant for all brands - not just those involved with fine dining.

Interview: Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability

Thu, 13 Feb 2025 09:00:00 -0500

In this episode we sit down with Sarah Carter and discuss how marketers can best use behavioural science. We focus on using behavioural science for good, whether that’s encouraging people to eat veg, take the train or practice safe sex. During a wide-ranging conversation with one of ad land’s brightest luminaries we cover biases from the ostrich effect to social proof, reframing to the illusion of control.

How Kraft kept their healthier product secret to avoid the problem of expectation assimilation

Thu, 06 Feb 2025 10:00:00 -0500

In this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations.

Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.

Interview: Todd Rogers, Harvard psychologist and author of Writing for Busy Readers, on the psychology of great copywriting

Thu, 30 Jan 2025 09:00:00 -0500

In this episode Richard interviewed Harvard professor Todd Rogers. Todd’s experiments apply behavioral science principles to copywriting to make it more effective. In this discussion we cover Todd’s key findings, such as the proven value of brevity, simple language, and designing for easy navigation.

The episode is full of simple tactics that you’ll be able to apply immediately to your writing.

How Pret a Manger harnessed variable rewards to recover from the pandemic

Thu, 23 Jan 2025 09:00:00 -0500

In this episode, we look at the success of Pret a Manger – especially how they managed to recover so strongly after the pandemic, despite increasing numbers of office workers staying at home. We look at two main biases that they have successfully harnessed: the sunk cost effect and the power of variable rewards

Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations

Thu, 16 Jan 2025 09:00:00 -0500

We talk with Seth about how to best understand people's motivations and why direct questioning sometimes fails. We cover ideas like the illusion of effort, the curse of knowledge and how to respond when different datasets give conflicting answers.

The replication crisis: How to avoid basing your marketing on bogus findings

Thu, 09 Jan 2025 10:00:00 -0500

In this episode, we discuss the replication crisis. By that we mean, when academics have re-run some behavioural science studies, they have found different results to the original experiment thereby invalidating it. We cover some of the most famous studies that need to be avoided and how you can have confidence in the findings that you’re applying.

How to change habitual customer behaviour in the New Year

Thu, 19 Dec 2024 09:00:00 -0500

In this episode we return to the question of how to break old consumer habits and build new ones. We cover four new studies, each of which has practical implications for brands. We begin by looking at when people are open to changing their behavior and discuss the fresh start effect and the destabilizing effect of life events.

We then turn to the behavioral science of building new habits and look at the foot in the door technique and the perennial question - how long does it take to form a new habit?

Interview: Phil Barden, author of Decoded, on how to apply neuroscience to marketing

Wed, 04 Dec 2024 22:00:00 -0500

In this episode MichaelAaron and Richard sit down with Phil Barden, author of Decoded and Managing Director at DECODE Marketing. His excellent book was one of the earliest to look at how ideas from neuroscience and behavioral economics could be used to improve marketing.

Phil covers how best in class brands like Apple apply these principles but also how he has personally used behavioral science in his work at T-Mobile.

The behavioural science behind the perfect gift

Wed, 20 Nov 2024 16:00:00 -0500

In this episode we look at a range of behavioral science experiments that shed light on effective gift giving. These are useful because our intuition about what receivers want is often off the mark.

In particular, we cover experiments showing how spending on others is a better way for givers to boost their own happiness than spending on themselves and why receivers tend to prefer experiences rather than material gifts.

While there are plenty of personal applications for these findings we also focus on the implications for brands.

Interview: Les Binet, co-author of The Long and the Short of It, on the secrets behind effective advertising

Tue, 05 Nov 2024 17:00:00 -0500

In this episode we talk with Les Binet, co-author of The Long and the Short of it about his research into effective advertising. We discuss some of his best-known findings, such as the value of emotional campaigns. But we also cover some lesser-known areas such as whether wear out is a myth, why music in ads should get more attention and finally what he calls the “dark matter of effectiveness”: price effects.

Get Out the Vote: How behavioral science can boost voter turnout

Thu, 24 Oct 2024 08:00:00 -0400

In this special episode, we discuss how behavioral science can be used to encourage voter registration and turnaround. We cover well known ideas like social proof including some of the most relevant nuances and how it’s often misused by campaigns for good. We also turn to lesser known research by Bryan on how we label behavior can have a significant effect on whether it occurs.

How indulgence brands can benefit from moral licensing

Wed, 09 Oct 2024 16:00:00 -0400

In this episode, we explore how indulgence brands like soft drinks and ice creams can use behavioral science principles. We discuss moral licensing, where people overcompensate in one area after behaving virtuously in another, and how brands like Miller and L'Oreal have applied this insight. Lastly, we examine a study by Read, showing how shoppers make different choices when picking for their current versus future selves.

Interview: Matt Johnson, author of Blindsight, on the behavioral science lessons of Pret a Manger and Perrier

Thu, 26 Sep 2024 17:00:00 -0400

We talk with Matt about his favorite practical examples of behavioural science being applied by brands. We cover how Pret a Manger use uncertain rewards to excite customers, how Perrier harnessed the principle of essentialism to launch in the US and why more brands should think about marketing to groups rather than individuals.

Interview: Kate Waters, director of client strategy at ITV, on how the AA, Zoe and Spotify use behavioral science

Thu, 12 Sep 2024 11:00:00 -0400

In this episode, we talk with ad agency founder Kate Waters on how the AA, Zoe and Spotify apply behavioral science. We cover a wide range of principles: from language reframing to social proof, concreteness to choice paralysis

How Starbucks used scarcity to create the cult of the Pumpkin Spiced Latte

Thu, 29 Aug 2024 09:00:00 -0400

In this episode, we uncover how Starbucks turns the Pumpkin Spice Latte into a cult favorite through the power of scarcity.

How Disney uses the peak-end rule to manage queues and spark joy

Thu, 15 Aug 2024 11:00:00 -0400

In this episode, we examine how Disney uses behavioral principles to manage queues, process payments and create moments of joy inside their parks.

Interview: Owain Service, former MD of the UK Behavioural Insights Team, on how to apply psychology in the public sector

Wed, 14 Aug 2024 17:00:00 -0400

In this episode, we have Owain Service, cofounder and former managing director of the UK's Behavioral Insights Team and former deputy director of the Prime Minister's Strategy Unit, joining us to explore the possibilities of behavioral sciences in other sectors.

Summer holidays: using nostalgia to increase willingness to pay

Mon, 03 Jun 2024 10:00:00 -0400

In this episode, we talk about how marketers leverage principles like nostalgia and active commitment to sell targeted experience to customers.

Football: The Lessons Behind ActionThe marketing lessons from penalty kicks: The lessons behind action bias and fluent devices Bias and Fluent Devices

Tue, 28 May 2024 09:00:00 -0400

In this episode, we examine pre-disposed decisions that prioritzes acting versus maintaining the status quo, due to optics.

How Liquid Death broke category norms to stand out from the crowd

Mon, 06 May 2024 12:00:00 -0400

In this episode, we take a look at the behavioral principles that empower Liquid Death and it's entry into the American market with a distinctive style.

Kentucky derby: gambling and the danger of overconfidence

Tue, 30 Apr 2024 13:00:00 -0400

In this episode, we explore how more data doesn't necessarily mean better results and what alternatives marketers have to successful metric-based outcomes.

Three biases that promote sustainable behaviour

Thu, 18 Apr 2024 10:00:00 -0400

In this episode, we take a look at the biases that promote sustainability and how the sustainability movement can be applied to brands.

How Red Bull used the principle of relativity to shrink their can and grow their sales

Tue, 09 Apr 2024 12:00:00 -0400

In this episode, we examine the promotional prowess of RedBull from marketing the drink and facing challenges that came with it's unique and 'unwelcome' taste.

How Chipotle employs the pique effect to generate excitement

Mon, 25 Mar 2024 18:00:00 -0400

In this episode, we check out Chipotle's data driven marketing campaign and the success that came with it.

How Costco uses the sunk cost effect to drive repeat purchase

Tue, 12 Mar 2024 12:00:00 -0400

In this episode, we dive deep into motivations that drive the consumer when it comes to locking in their purchases. Be it the effect of loyalty programs or the theory of sunken costs, Costco has done this to great effect.

Interview: Tali Sharot, author of The Optimism Bias, on how to create positive consumer expectations

Thu, 29 Feb 2024 16:00:00 -0500

In this episode, we sit down with Tali Sharot, a neuroscience professor at University College London and M.I.T., to talk about the practical application of cognitive neuroscience.

Valentine’s Day and why much market research is misleading

Tue, 27 Feb 2024 15:00:00 -0500

In this episode, we explore the intricate world of Valentine's Day, online dating, and the
hidden truths behind survey data, revealing the discrepancies between claimed motivations and actual behaviors through insightful studies and field experiments.

The Super Bowl: why costly signalling makes messages more effective

Tue, 27 Feb 2024 15:00:00 -0500

In this episode, we discuss the influence behind Super Bowl ads and how
concepts like costly signaling and cultural imprinting help consumers
align with brands.

Interview: Mark Earls, author of Herd, on how to use behavioral economics in business and beyond

Tue, 27 Feb 2024 15:00:00 -0500

In this episode we chat with award-winning author Mark
Earls about concepts such as loss aversion, the false consensus
effect, and behavioral science's impact on economics.

Interview: Phill Agnew, host of the Nudge Podcast, on three ways to tap into consumer psychology

Tue, 27 Feb 2024 14:00:00 -0500

In this episode we sit down with Phill Agnew, the Senior Product Marketing
Manager at Buffer and Host of the Nudge Podcast, to discuss the halo effect,
the illusion of labor, and the behavioral science behind special days.

New Year's Resolution: The power of a public commitment

Fri, 22 Dec 2023 12:00:00 -0500

In this episode we discuss the behavioral science behind New Year's Resolutions, commitments, the motivation to change behavior, and succeeding beyond January 1st.

How UberEats makes picking simpler to scale up sales