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 to change habitual customer behavior in the New Year

    HACE 3 DÍAS

    How to change habitual customer behavior in the New Year

    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...

    28 min
  2. Interview with Phil Barden: author of Decoded

    5 DIC

    Interview with Phil Barden: author of Decoded

    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.

    49 min
  3. Gift Giving

    20 NOV

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

    5 NOV

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

    24 OCT

    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 min
  6. How Indulgence Brands Can Benefit From Moral Licensing

    9 OCT

    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 min
  7. How Brands Win with Matt Johnson, author of Blindsight

    26 SEPT

    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 min
  8. The Practical Application of Behavioral Science with Kate Waters

    12 SEPT

    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 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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