Advertise on podcast: Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Rating
5from
This podcast has
142 episodes
Language
EnglishPublisher
Consumer Behavior LabExplicit
No
Date created
2022/12/05
Latest episode
2026/10/28
Average duration
48 min.
Release period
8 days
Description
The Consumer Behavior Lab is dedicated to teaching marketersacross the United States how behavioral science principles can beapplied to help their brands. By decoding the underlying motivationsof how consumers make decisions, the CBL seeks to make a betterindustry - where both brands and agencies put proven sciencebehind their decision making.
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Podcast episodes
Check latest episodes from Behavioral Science For Brands: Leveraging behavioral science in brand marketing. podcast
Interview: Les Binet, co-author of The Long and the Short of It, on why volume is a cost and how discounts erode pricing power
2026/10/28
Les Binet makes the case that two-thirds of price promotions lose money, and that cutting them could fund the bigger budgets brands need. He joins MichaelAaron and Richard to explain why volume is a cost, how discounting erodes pricing power, and when promotions can actually pay off.
Advanced Social Proof - Why implying popularity can be more effective than explicit claims
2026/10/21
All "social proof" isn't created equally. Richard and MichaelAaron unpack studies showing it grows stronger with uncertainty, fear, youth, and collectivist cultures, backfires with wealthy tax debtors, and works best when implied, from Aperol's unmistakable orange spritzes to labeling products 'sold out.'
How Novartis used humor and NFL tight ends to tackle the embarrassment keeping men from prostate screening
2026/10/14
Richard and MichaelAaron unpack Novartis' campaign 'Relax Your Tight End', winner of the Pharma Grand Prix at Cannes Lions. They explore why present bias lets a moment of embarrassment outweigh long-term health, how humor sidesteps the ostrich effect where fear fails, and why a mix of messengers can beat one big celebrity.
Award-Winning Campaigns - How KitKat turned a stolen truckload of chocolate into a Cannes Grand Prix by making scarcity the story
2026/10/07
After 12 tons of KitKat bars vanished the week before Easter, the brand turned a supply chain crisis into a Cannes Grand Prix winning campaign. MichaelAaron and Richard unpack the scarcity, Zeigarnik and IKEA effects behind it, and how brands can turn spectators into participants in a story.
Award-Winning Campaigns - How Wisła Kraków turned a legal requirement into a 42% attendance increase
2026/09/30
Polish law requires every club to identify each fan entering the stadium. Wisła Kraków's Football Club turned that compliance database into the Lucky Fan Index, a metric for how much luck each supporter brings, and game attendance rose 42%. MichaelAaron and Richard dissect the superstition research behind it.
How William Poundstone's book Priceless turns anchoring, relativity and fairness into pricing power
2026/09/23
MichaelAaron and Richard revisit William Poundstone's Priceless to unpack why price feels relative, not absolute. They cover anchoring in courtroom and Williams-Sonoma pricing, why a $5 saving matters more on a $15 item than a $125 one, and how visible costs and higher prices signal quality and fairness to buyers.
Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge
2026/09/16
MichaelAaron and Richard unpack Writing for Busy Readers by Todd Rogers and Jessica Lasky-Fink: six evidence-backed principles for readers who skim rather than read. Why a 49-word email beat a 127-word one, why subheadings doubled newsletter clicks, and why making a task easy beats making it exciting.
How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power
2026/09/09
Charles Spence's book Gastrophysics argues that taste is built by every sense, not just the tongue. MichaelAaron and Richard work through the evidence: classical music lifting restaurant spend 10%, heavy cutlery raising willingness to pay 16%, rounder chocolate read as 50% creamier, and what brands should do with it.
Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality.
2026/09/02
Guinness made you wait, Avis was second, VW was small. Andy Nairn and Richard unpack why owning a flaw beats hiding one, and how the same instinct led Lucky Generals to raise its own size in pitches before a prospect could ever hold it against them.
How charities can use anchoring, reciprocity, and overhead framing to boost donations
2026/08/26
MichaelAaron and Richard explore why charity donations are especially resistant to typical marketing tactics. They unpack behavioral studies on anchoring, present preference bias, reciprocity, and overhead aversion that show small shifts in framing and timing can raise donations by double digits.
Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one
2026/08/19
Courage strategist Rami Dudin joins MichaelAaron and Richard to discuss why distinctive often beats different, using SickKids' $1.3 billion fundraising turnaround, CIBC's no-fee campaign, and neobank scarcity tactics like Monzo's golden ticket to show why owning one idea can perform better than chasing novelty.
How small changes to choice design can help pharma brands drive better prescribing outcomes
2026/08/12
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
2026/08/05
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
2026/07/29
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
2026/07/22
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
Podcast reviews
Read Behavioral Science For Brands: Leveraging behavioral science in brand marketing. podcast reviews
Dr.Pickleball 2023/10/13
Love this podcast!
Every episode I’ve listen to so far I’ve learned about so many behavioral science tools that I can apply and teach others about. Love the mix of examp...
bsquared719 2023/09/26
Wow! So much content!
Absolutely love this podcast and hope they continue. Five episodes in and I’ve taken so many notes. I love how short and sweet the episodes are but st...
krsadams 2023/03/12
Love this podcast!
I love this podcast and all the great content but fyi your last episode is a repeat upload from the Amazon episode posted previously. Hopefully you ca...
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