Explorez tous les épisodes du podcast Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

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

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

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.

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.

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.

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.

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.

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.

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

In this episode, we discuss the power of menu design in influencing consumer choices, highlighting the importance of avoiding choice paralysis, using tactics like emphasizing popularity, and leveraging price relativity to boost sales.

In this episode, we discuss how Apple successfully utilizes behavioral science principles such as optimal newness, the power of concrete language, and simplicity to drive innovation and create a consistent and memorable brand experience.

In this episode,we explore the success of the "Got Milk" campaign, which tapped into the power of loss aversion, humor, and the messenger effect by using celebrities to emphasize what people would miss out on if they didn't have milk, ultimately generating over $1 billion in sales for the dairy industry.

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.

In this episode, we explore the success of De Beers' marketing campaign for diamond
 engagement rings, highlighting the power of linguistic quirkiness, the influence of
 anchoring on consumer behavior, and the relevance of behavioral science in shaping
 even significant purchasing decisions.

In this episode, we delve into the Don't Mess With Texas campaign and its remarkable
 success in reducing litter on Texas highways by 72%, highlighting the power of reframing behaviors to align with existing beliefs and making change easier.

In this episode, we discuss the power of triggers and cues in marketing, emphasizing the
importance of associating a specific time, place, or mood with a product to convert intention into action. While also highlight the effectiveness of humor in advertising, explaining how humor can boost recall, positivity, and purchase intent.

In this episode we explore the successful advertising campaigns of The Economist, which leveraged the generation effect and the decoy effect to engage and persuade consumers, discussing the campaign's impact and the alignment of incentives in marketing.

In this episode we discuss how Facebook and other brands use uncertain rewards to create an addictive and exciting user experience.The power of uncertain rewards and the element of variability is the key to embedding a behavior. 

In this episode we explore how the lessons of behavioral science can be applied to other fields, including politics, specifically looking at historical campaigns and the principles employed by politicians to captivate their audiences. 

In this episode we discuss the secrets behind the paradox of friction. Removing friction is useful for behavior change, while adding friction is useful for creating belief in the quality of a product. 

The expectations we have about food and drink can greatly affect our perception of their taste, and setting those expectations can be achieved through premium factors such as price, design, serve, and provenance, as well as creating a positive sentiment around a product being marketed. 

James Dyson has revolutionized the way everyday household appliances are made and sold with his innovative approach to entrepreneurship. His story is an inspiring one of success against all odds that demonstrates how powerful a determined entrepreneur can be in bringing ideas to life - not only through product design but also by building memorable brands rooted in behavioral science principles. 

KFC's secret recipe for innovation is not just herbs and spices- it's behavioral science.Through continuous testing and learnings, KFC is able to stay ahead of the game in the fast-food industry while cooking up creative ways to satisfy their customers' cravings. 

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

Spotify disrupted the music industry with savvy tactics from behavioral science. Through principles like scarcity and the fresh start effect, the streaming giant gained a devoted following and transformed the way we listen to music.

Consumers do not act completely rationally when it comes to prices, but businesses can make prices more appealing by using precise pricing, charm pricing, and putting more psychological distance between the act of payment and receiving the product. 

In this special episode we take a look at Richard's new book, the Illusion of Choice and gain exclusive content from our author himself. Hear about the stories that inspired the book, and most importantly, hear how Richard thinks we can all use this new book to make marketing in the world stronger.

Understanding the power of sound symbolism and ease vs. motivation can help brands create strong associations in consumers' minds and boost their willingness to take action. In this episode, we explore how Wellow Compression Socks utilizes behavioral science to craft an effective name and establish a compelling brand position.

From their iconic tube shape to the innovative stackable shape, Pringles chips
have been a snacking staple in homes across America for decades. But what 
is the driving force behind its success? The answer lies within behavioral
science – find out how they've employed behavioral science tactics in their
catchy slogan that keep us reaching into those classic red canisters.

 Amazon has revolutionized e-commerce, and this episode dives into the behavioral science behind their success.  From one-click purchasing to Amazon Prime - discover how these features rooted in behavioral science keep customers coming back for more. 

Haagen-Dazs sounds foreign so it must be good. This episode explores how Haagen-Dazs leverages foreign branding and price relativity, turning frozen CPG into luxury and setting up positive consumer expectations.

L'Oréal Paris' famed tagline, “Because You’re Worth It” has been used by the brand for over 50 years. This episode explores how L'Oréal has used behavioral science tactics such as perceptual fluency and literal & lateral applications to boost its perception of value and popularity over the years with its consumers.

Aperol had a product attribute that made it truly distinctive in the category: the color orange. This episode explores how Aperol used this to harness the power of social proof and how marketers must create triggers with consumers to truly change their purchasing behavior. 

The Von Restorff Effect tells us that brands who behave 
like their peers are condemned to invisibility. This episode explores 
how Absolut leveraged this principal to create distinction within 
the category and turn the iconic shape of its bottle into 
a cultural phenomenon.

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

As Guinness looked to expand globally outside of the UK, it had a product
 differentiation that could have been seen as a real problem. This episode explores the
 Pratfall Effect, and how brands can leverage a perceived flaw and turn it into a
 powerful brand attribute.

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.

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

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

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.

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

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

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.

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.

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.

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.

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.

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. 

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?

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.