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

Consumer Behavior Lab
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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.

  1. Gift Giving

    -6 ДН.

    Gift Giving

    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 findin...

    29 мин.
  2. Les Binet Uncovered: Surprising Secrets of Ad Effectiveness You May Have Never Heard Before

    5 НОЯБ.

    Les Binet Uncovered: Surprising Secrets of Ad Effectiveness You May Have Never Heard Before

    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.

    59 мин.
  3. Get Out the Vote: How Behavioral Science Can Boost Voter Turnout

    24 ОКТ.

    Get Out the Vote: How Behavioral Science Can Boost Voter Turnout

    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.

    27 мин.
  4. How Indulgence Brands Can Benefit From Moral Licensing

    9 ОКТ.

    How Indulgence Brands Can Benefit From Moral Licensing

    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.

    19 мин.
  5. How Brands Win with Matt Johnson, author of Blindsight

    26 СЕНТ.

    How Brands Win with Matt Johnson, author of Blindsight

    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.

    44 мин.
  6. The Practical Application of Behavioral Science with Kate Waters

    12 СЕНТ.

    The Practical Application of Behavioral Science with Kate Waters

    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

    48 мин.
  7. How Starbucks Made Pumpkin Spice Latte a Cult Favorite with Scarcity

    29 АВГ.

    How Starbucks Made Pumpkin Spice Latte a Cult Favorite with Scarcity

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

    30 мин.
  8. Disney Parks: How the Peak-End Rule Sparks Delight

    15 АВГ.

    Disney Parks: How the Peak-End Rule Sparks Delight

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

    27 мин.
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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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