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

    2D AGO

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

    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.

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

    MAY 15

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

    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.

    51 min
  3. How Everlane have harnessed the principle of fairness to grow their brand

    MAY 8

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

    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.

    26 min
  4. Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago

    MAY 1

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

    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.

    50 min
  5. How GEICO use the principle of concreteness to make memorable ads

    APR 24

    How GEICO use the principle of concreteness to make memorable ads

    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.

    29 min
  6. Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant

    APR 17

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

    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.

    48 min
  7. How Hendrick's distinctive use of nostalgia explains their marketing success

    APR 10

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

    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.

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

    APR 3

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

    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.

    38 min
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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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