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Content provided by Consumer Behavior Lab. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Consumer Behavior Lab or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
In this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why humor is such an effective (but underused) tool for brands.
We cover work by Nisbett on the halo effect that shows if a brand improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being perceived as trustworthy or modern.
67 episodes
How using humor helped Aviation gin laugh all the way to the bank
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
ShareManage episode 470057379 series 3438351
Content provided by Consumer Behavior Lab. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Consumer Behavior Lab or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
In this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why humor is such an effective (but underused) tool for brands.
We cover work by Nisbett on the halo effect that shows if a brand improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being perceived as trustworthy or modern.
67 episodes
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Everlane have harnessed the principle of fairness to grow their brand 25:40
25:40 Play Later Play Later Lists Like Liked25:40
Play Later Play Later Lists Like LikedEverlane’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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago 49:42
49:42 Play Later Play Later Lists Like Liked49:42
Play Later Play Later Lists Like LikedKaty 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How GEICO use the principle of concreteness to make memorable ads 29:04
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Play Later Play Later Lists Like LikedGEICO 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant 48:17
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Play Later Play Later Lists Like LikedIn 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Hendrick's distinctive use of nostalgia explains their marketing success 28:24
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Play Later Play Later Lists Like LikedIn 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Melina Palmer, author of What your Customer Wants and Can't Tell You 37:38
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Play Later Play Later Lists Like LikedIn 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.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C 34:16
34:16 Play Later Play Later Lists Like Liked34:16
Play Later Play Later Lists Like LikedIn this episode, we discuss how behavioural biases can be applied by brands in a B2B setting. In particular, we look at how Zoom credibly used social proof in their earliest days and the evidence that suggests this works well in a professional setting. We also cover the principle of make it easy and the evidence of this occurring in B2B. Finally, we discuss why, if behavioural science is so effective, it so rarely used by B2B marketers.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Charles Spence, author of Gastrophysics, on the science of taste appeal 56:51
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Play Later Play Later Lists Like LikedIn this week's episode, we chat with Charles Spence—Oxford professor, author of Gastrophysics, and the world’s leading expert on how our senses work together to shape flavor. We discuss how brands are leveraging sensory cues to make their products more appealing, and discover practical insights for anyone who wants to understand the power of taste beyond the plate.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Nir Eyal, author of Hooked, on how to form lasting habits 49:31
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Play Later Play Later Lists Like LikedIn this episode we talk with Nir Eyal, author of Hooked, and one of the world's leading experts on the topic of habits. His work is of particular interest as his focus is on how brands (rather than individuals) can create habits. Nir walks us through the four elements of his model and gives lots of practical advice on what marketers can do differently.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How using humor helped Aviation gin laugh all the way to the bank 24:30
24:30 Play Later Play Later Lists Like Liked24:30
Play Later Play Later Lists Like LikedIn this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why humor is such an effective (but underused) tool for brands. We cover work by Nisbett on the halo effect that shows if a brand improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being perceived as trustworthy or modern.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science 35:43
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Play Later Play Later Lists Like LikedIn this episode we talk with Roger Dooley author of Brainfluence. In a wide-ranging conversation, we start by covering the importance of focusing on making whatever behaviour you want to encourage as easy as possible. Then we move on to the importance of experimentation and how brands can work out which, of the many behavioural biases that have been discovered, they should prioritize.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Eleven Madison Park applied the peak-end rule to become the best restaurant in the world 30:40
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Play Later Play Later Lists Like LikedIn this episode we look at the rise of Eleven Madison Park to become the most critically acclaimed restaurant in the world. In particular we focus on their legendary customer service and how they used techniques like the peak-end rule to enhance diner’s memory of the visit. The lessons are relevant for all brands - not just those involved with fine dining.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability 1:00:04
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Play Later Play Later Lists Like LikedIn this episode we sit down with Sarah Carter and discuss how marketers can best use behavioural science. We focus on using behavioural science for good, whether that’s encouraging people to eat veg, take the train or practice safe sex. During a wide-ranging conversation with one of ad land’s brightest luminaries we cover biases from the ostrich effect to social proof, reframing to the illusion of control.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Kraft kept their healthier product secret to avoid the problem of expectation assimilation 29:28
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Play Later Play Later Lists Like LikedIn this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations. Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Todd Rogers, Harvard psychologist and author of Writing for Busy Readers, on the psychology of great copywriting 36:16
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Play Later Play Later Lists Like LikedIn this episode Richard interviewed Harvard professor Todd Rogers. Todd’s experiments apply behavioral science principles to copywriting to make it more effective. In this discussion we cover Todd’s key findings, such as the proven value of brevity, simple language, and designing for easy navigation. The episode is full of simple tactics that you’ll be able to apply immediately to your writing.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Pret a Manger harnessed variable rewards to recover from the pandemic 23:03
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Play Later Play Later Lists Like LikedIn this episode, we look at the success of Pret a Manger – especially how they managed to recover so strongly after the pandemic, despite increasing numbers of office workers staying at home. We look at two main biases that they have successfully harnessed: the sunk cost effect and the power of variable rewards…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations 49:01
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Play Later Play Later Lists Like LikedWe talk with Seth about how to best understand people's motivations and why direct questioning sometimes fails. We cover ideas like the illusion of effort, the curse of knowledge and how to respond when different datasets give conflicting answers.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 The replication crisis: How to avoid basing your marketing on bogus findings 24:38
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Play Later Play Later Lists Like LikedIn this episode, we discuss the replication crisis. By that we mean, when academics have re-run some behavioural science studies, they have found different results to the original experiment thereby invalidating it. We cover some of the most famous studies that need to be avoided and how you can have confidence in the findings that you’re applying.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How to change habitual customer behaviour in the New Year 27:52
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Play Later Play Later Lists Like LikedIn 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 a new habit?…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Phil Barden, author of Decoded, on how to apply neuroscience to marketing 49:09
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Play Later Play Later Lists Like LikedIn 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 The behavioural science behind the perfect gift 29:23
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Play Later Play Later Lists Like LikedIn 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 findings we also focus on the implications for brands.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Les Binet, co-author of The Long and the Short of It, on the secrets behind effective advertising 59:24
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Play Later Play Later Lists Like LikedIn 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Get Out the Vote: How behavioral science can boost voter turnout 26:54
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Play Later Play Later Lists Like LikedIn 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How indulgence brands can benefit from moral licensing 19:02
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Play Later Play Later Lists Like LikedIn 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Matt Johnson, author of Blindsight, on the behavioral science lessons of Pret a Manger and Perrier 44:07
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Play Later Play Later Lists Like LikedWe 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.…
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Kate Waters, director of client strategy at ITV, on how the AA, Zoe and Spotify use behavioral science 48:10
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Play Later Play Later Lists Like LikedIn 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
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Starbucks used scarcity to create the cult of the Pumpkin Spiced Latte 30:28
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Play Later Play Later Lists Like LikedIn this episode, we uncover how Starbucks turns the Pumpkin Spice Latte into a cult favorite through the power of scarcity.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Disney uses the peak-end rule to manage queues and spark joy 26:55
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Play Later Play Later Lists Like LikedIn this episode, we examine how Disney uses behavioral principles to manage queues, process payments and create moments of joy inside their parks.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Owain Service, former MD of the UK Behavioural Insights Team, on how to apply psychology in the public sector 45:10
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Play Later Play Later Lists Like LikedIn this episode, we have Owain Service, cofounder and former managing director of the UK's Behavioral Insights Team and former deputy director of the Prime Minister's Strategy Unit, joining us to explore the possibilities of behavioral sciences in other sectors.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Summer holidays: using nostalgia to increase willingness to pay 36:55
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Play Later Play Later Lists Like LikedIn this episode, we talk about how marketers leverage principles like nostalgia and active commitment to sell targeted experience to customers.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Football: The Lessons Behind ActionThe marketing lessons from penalty kicks: The lessons behind action bias and fluent devices Bias and Fluent Devices 29:43
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Play Later Play Later Lists Like LikedIn this episode, we examine pre-disposed decisions that prioritzes acting versus maintaining the status quo, due to optics.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Liquid Death broke category norms to stand out from the crowd 26:28
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Play Later Play Later Lists Like LikedIn this episode, we take a look at the behavioral principles that empower Liquid Death and it's entry into the American market with a distinctive style.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Kentucky derby: gambling and the danger of overconfidence 37:17
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Play Later Play Later Lists Like LikedIn this episode, we explore how more data doesn't necessarily mean better results and what alternatives marketers have to successful metric-based outcomes.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Three biases that promote sustainable behaviour 33:00
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Play Later Play Later Lists Like LikedIn this episode, we take a look at the biases that promote sustainability and how the sustainability movement can be applied to brands.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Red Bull used the principle of relativity to shrink their can and grow their sales 16:58
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Play Later Play Later Lists Like LikedIn this episode, we examine the promotional prowess of RedBull from marketing the drink and facing challenges that came with it's unique and 'unwelcome' taste.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Chipotle employs the pique effect to generate excitement 17:52
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Play Later Play Later Lists Like LikedIn this episode, we check out Chipotle's data driven marketing campaign and the success that came with it.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Costco uses the sunk cost effect to drive repeat purchase 21:54
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Play Later Play Later Lists Like LikedIn this episode, we dive deep into motivations that drive the consumer when it comes to locking in their purchases. Be it the effect of loyalty programs or the theory of sunken costs, Costco has done this to great effect.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Tali Sharot, author of The Optimism Bias, on how to create positive consumer expectations 41:14
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Play Later Play Later Lists Like LikedIn this episode, we sit down with Tali Sharot, a neuroscience professor at University College London and M.I.T., to talk about the practical application of cognitive neuroscience.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Mark Earls, author of Herd, on how to use behavioral economics in business and beyond 47:45
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Play Later Play Later Lists Like LikedIn this episode we chat with award-winning author Mark Earls about concepts such as loss aversion, the false consensus effect, and behavioral science's impact on economics.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 The Super Bowl: why costly signalling makes messages more effective 27:01
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Play Later Play Later Lists Like LikedIn this episode, we discuss the influence behind Super Bowl ads and how concepts like costly signaling and cultural imprinting help consumers align with brands.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Valentine’s Day and why much market research is misleading 22:01
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Play Later Play Later Lists Like LikedIn this episode, we explore the intricate world of Valentine's Day, online dating, and the hidden truths behind survey data, revealing the discrepancies between claimed motivations and actual behaviors through insightful studies and field experiments.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 Interview: Phill Agnew, host of the Nudge Podcast, on three ways to tap into consumer psychology 37:13
37:13 Play Later Play Later Lists Like Liked37:13
Play Later Play Later Lists Like LikedIn this episode we sit down with Phill Agnew, the Senior Product Marketing Manager at Buffer and Host of the Nudge Podcast, to discuss the halo effect, the illusion of labor, and the behavioral science behind special days.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 New Year's Resolution: The power of a public commitment 31:26
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Play Later Play Later Lists Like LikedIn this episode we discuss the behavioral science behind New Year's Resolutions, commitments, the motivation to change behavior, and succeeding beyond January 1st.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How The Economist used the generation effect to make their ads memorable 31:54
31:54 Play Later Play Later Lists Like Liked31:54
Play Later Play Later Lists Like LikedIn this episode we explore the successful advertising campaigns of The Economist, which leveraged the generation effect and the decoy effect to engage and persuade consumers, discussing the campaign's impact and the alignment of incentives in marketing.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
1 How Snickers use trigger moments to drive consumption 24:45
24:45 Play Later Play Later Lists Like Liked24:45
Play Later Play Later Lists Like LikedIn this episode, we discuss the power of triggers and cues in marketing, emphasizing the importance of associating a specific time, place, or mood with a product to convert intention into action. While also highlight the effectiveness of humor in advertising, explaining how humor can boost recall, positivity, and purchase intent.…
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The fun email marketing podcast. Sell more of your online courses, grow your membership and bring in more coaching clients with email marketing that doesn't stink. Sound good? Then join your fellow Email Marketing Heroes for your weekly dose of fun, practical, yet brutally honest email marketing advice. You can listen in to a piping hot, fresh episode every 'Email Marketing Wednesday' or if you prefer learning with your eyes instead of your ears, we turn each episode into a full written blog ...
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Big tech is transforming every aspect of our world. But how, and at what cost? This season of Land of the Giants – The Disney Dilemma – focuses on Disney’s ability to weather the ups and downs of the business cycle and changing tastes and explores what has kept it successful for over 100 years. The entertainment giant has leveraged nostalgia and its intellectual property to build a beloved brand, but after an acquisition spree that included Marvel, Lucasfilm, and 20th Century Fox, can it sus ...
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Some Goodness is hosted by Richard Ellis, a seasoned sales leader passionate about inviting top business minds to share their wisdom. Each episode is only 15-20 minutes, perfect for your commute or workout.
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Insightful interviews with authors, experts, entrepreneurs, and thought leaders who share valuable marketing tips, growth strategies, and resources. Hosted by John Jantsch, one of America's top small business marketing experts, this show is dedicated to helping you craft effective marketing strategies that will grow your business. Whether you're a small business owner, marketing professional, or marketing agency owner, you'll gain valuable insights and actionable advice on topics such as mar ...
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The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
10k279
No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
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Call them changemakers. Call them rule breakers. We call them Redefiners. And in this provocative podcast, we explore how daring leaders from across industries and around the globe are redefining their organizations—and themselves—to create extraordinary impact in today’s rapidly changing world. In each episode, Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy host engaging, purposeful conversations with leaders in and out of the business world who shar ...
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Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
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