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

Consumer Behavior Lab
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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.

  1. How Heinz used precision and the pratfall effect to make its ketchup unforgettable

    4D AGO

    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.

    28 min
  2. Interview: Nancy Harhut, author of Using Behavioral Science in Marketing, on the behavioral triggers that boost engagement

    SEP 3

    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 drive millions in revenue by applying behavioral design.

    49 min
  3. How Klarna uses present bias and temporal reframing to make shopping feel irresistible

    AUG 27

    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 relying on discounts.

    32 min
  4. Hacking the Human Mind - Book Preview: Häagen-Dazs

    AUG 20

    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 and price relativity helped transform everyday ice cream into a luxury experience that set powerful consumer expectations.

    19 min
  5. Interview: Uri Gneezy, author of Mixed Signals, on why misaligned incentives backfire

    AUG 13

    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 backfire, why intentions don’t often match outcomes and how to overcome the common pitfalls in our thinking.

    53 min
  6. Hacking the Human Mind - Book Preview: Dyson

    AUG 7

    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 September 30th.

    30 min
  7. Interview: David Robson, author of The Expectation Effect, on how beliefs shape behavior

    JUL 30

    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 behind placebo effects, the power of mindset in influencing outcomes and the implications for behavior change messaging.

    50 min
  8. Interview: Patrick Fagan, author of Hooked, on the behavioral shortcuts that influence what we buy

    JUL 23

    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. He shares insights into the hidden drivers of consumer behavior, how data and psychology intersect and why marketers should tap into the irrational mind.

    41 min
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About

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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