Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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.
Episodes
95 episodes
Interview: Jo Arden, strategist and Campaign contributor, on why hope and humor make messages stick
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 emotio...
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Season 1
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Episode 95
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33:43
How small behavioral nudges can transform culture and performance at work
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 th...
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Season 1
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Episode 94
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48:12
Interview: Susan Weinschenk, author of 100 Things Every Designer Needs to Know About People, on the psychology behind effective user experience
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...
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Season 1
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Episode 93
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47:53
Behavioral Science For Agencies: Copywriting
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 ep...
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Season 1
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Episode 92
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38:58
Interview: Will Storr, author of The Science of Storytelling, on how great stories persuade and inspire action
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, an...
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Season 1
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Episode 91
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51:44
How BMW leveraged the fresh start effect to win over new drivers
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...
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Season 1
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Episode 90
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39:58
How Halloween candy can teach marketers about choice, memory, and reward
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 mor...
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Season 1
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Episode 89
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33:50
Behavioral science for agencies: Pitching
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 ...
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Season 1
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Episode 88
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41:12
Interview: Dan Ariely, author of Predictably Irrational, on unfakeable signals, friction, and trust in brands
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 driv...
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Season 1
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Episode 87
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48:23
Interview: William Poundstone, author of Priceless, on anchoring, fairness, and the myth of “fair value”
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 perceptio...
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Season 1
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Episode 86
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49:29
Interview: Adam Alter, NYU marketing professor and author of Irresistible, on nine-enders, fluency, and naming that sells
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 cha...
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Season 1
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Episode 85
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54:32
Interview: Orlando Wood, author of Lemon and Look Out, on why showmanship beats salesmanship
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...
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Season 1
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Episode 84
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1:00:35
Hacking the Human Mind - Book Preview: Pringles
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 flu...
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Season 1
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Episode 83
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19:07
How Heinz used precision and the pratfall effect to make its ketchup unforgettable
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.
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Season 1
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Episode 82
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28:13
Interview: Nancy Harhut, author of Using Behavioral Science in Marketing, on the behavioral triggers that boost engagement
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 ...
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Season 1
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Episode 81
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48:49
How Klarna uses present bias and temporal reframing to make shopping feel irresistible
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 relyi...
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Season 1
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Episode 80
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31:36
Hacking the Human Mind - Book Preview: Häagen-Dazs
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 an...
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Season 1
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Episode 79
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18:50
Interview: Uri Gneezy, author of Mixed Signals, on why misaligned incentives backfire
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 ...
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Season 1
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Episode 78
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52:34
Hacking the Human Mind - Book Preview: Dyson
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 Septemb...
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Season 1
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Episode 77
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29:32
Interview: David Robson, author of The Expectation Effect, on how beliefs shape behavior
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...
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Season 1
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Episode 76
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49:36
Interview: Patrick Fagan, author of Hooked, on the behavioral shortcuts that influence what we buy
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. H...
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Season 1
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Episode 75
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40:52
Interview: Phil Graves, author of Consumerology, on the hidden flaws of market research
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 pur...
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Season 1
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Episode 74
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50:58
Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work
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 lea...
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Season 1
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Episode 73
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2:26:39
Behavioral science for agencies: media planning
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 ta...
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Season 1
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Episode 72
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33:31
How Five Guys uses the illusion of effort to make their burgers taste even better
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 ...
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Season 1
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Episode 71
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31:52
