8: Truth, Adaptation And ScoMo Messaging It's Not Real! podcast

18:22

In the final episode of our Talking Shop reboot, originally recorded for the ABC in 2015, Dr Paul Harrison and Kirsten Drysdale explore how fear is used to shape our buying decisions. From invented problems to horror-themed ad campaigns, we unpack the psychology behind why feeling anxious makes us more likely to reach for a product. Now part of It’s Not Real , this episode asks: are we buying things to solve real problems, or just to ease our worries? And how much control do we really have when marketers are so good at pressing our emotional buttons?…

It's not real!

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31: You Are Not In Control (Talking Shop Reboot) 24:45

5 weeks ago24:45

24:45

In this fifth episode of our special six-part reboot of Talking Shop , the 2015 ABC podcast I co-hosted with Kirsten Drysdale, we explore the subtle, often invisible ways our environment shapes what we buy, without us even realising it. From lighting and music to the colour of a salesperson’s shirt and the firmness of the chair you’re sitting on, retail spaces are designed to influence your decisions at a deeply psychological level. As part of It’s Not Real , this episode dives straight into the science of sensory marketing and automatic behaviour, showing just how little conscious control we actually have in the shopping aisle. Whether it’s classical music nudging you toward a more expensive wine or a whispery voice convincing you to switch internet providers, we explore what happens when marketers get under your skin... and into your wallet.…

It's not real!

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30: In the Lap of Luxury (Talking Shop Reboot/Repeat) 22:44

8 weeks ago22:44

22:44

In this fourth episode of our special six-part reboot of Talking Shop, the 2015 ABC podcast I co-hosted with Kirsten Drysdale, we explore the irresistible pull of luxury goods. From Belgian chocolate and French champagne to understated but wildly expensive trench coats, we ask: what makes these items feel so desirable, and why do some of us proudly show them off? Originally part of a series that unpacked the evidence behind why we buy what we buy, this episode looks at the psychology of status symbols, ‘peacocking,’ and whether a well-crafted fake can satisfy just as much as the real thing. This is also a repeat of Episode 12.…

It's not real!

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29: The Paradox of Ethical Consumption (Talking Shop Reboot) 25:30

10 weeks ago25:30

25:30

In this third episode from Talking Shop , the ABC podcast I hosted with Kirsten Drysdale in 2015, we dive into the complexities of ethical consumption; why it’s so hard to define, and even harder to practise. We explore the contradictions that come with trying to be an ethical shopper, from fair trade coffee that travels thousands of kilometres to get to us, to organic produce wrapped in layers of plastic. Why do we feel guilty about some purchases but not others? How do we rationalise our choices when our values are in conflict? And do those ‘ethical’ labels on products really mean anything? As we break down the psychology behind consumer decision-making, we uncover the trade-offs we make to ease our conscience and the mental shortcuts, like confirmation bias, that help us justify what we buy. Just like on It’s Not Real , this episode questions the idea that we are rational consumers and explores how businesses, culture, and even our own psychology make ethical shopping more complicated than it seems.…

It's not real!

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28: Cashless (Talking Shop Reboot) 20:12

12 weeks ago20:12

20:12

This is the second of six Talking Shop episodes from 2015, where Kirsten Drysdale and I explored the evidence behind marketing. Just like on It’s Not Real , we uncover how subtle influences shape what we think is real, especially when it comes to consumer behaviour. Does it pain you to use cash? Would you accept a higher interest rate if an attractive salesperson offered it? And can your credit card really help you lose weight? In this episode we examine the psychology of spending, exploring why paying with cash hurts more than tapping a card, how payment methods influence our shopping habits, and why credit makes us more impulsive. From the origins of the first credit card to the hidden costs of convenience, we unpack the research behind why we spend the way we do—and what it means for our wallets, waistlines, and well-being. Listen in and find out why sometimes, the best financial advice might be to leave your cards at home.…

It's not real!

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27: Buying Happiness (Talking Shop Reboot) 25:30

12 weeks ago25:30

25:30

In this first of six special episodes, we revisit Talking Shop , the 2015 ABC podcast I hosted with Kirsten Drysdale. The themes we explored — how businesses shape our choices, the psychology behind persuasion, and the tricks of the trade — connect directly to what It’s Not Real is all about. In this episode, we explore whether money can buy happiness and why it depends on how you spend it. We start with ‘shopper’s high,’ looking at how dopamine, often mistaken for a pleasure chemical, actually facilitates the anticipation and reward system that drives our behaviour. But because the buzz is short-lived, material purchases rarely provide lasting happiness. That’s where affective forecasting comes in—the way we misjudge how future events, like winning a game or making a big purchase, will impact our happiness. More often than not, we get it wrong, which is why retail therapy can leave us feeling flat. So how can we spend money in ways that actually make us happier? The research points to one clear answer: buy experiences, not things. Experiences create lasting memories, evolve over time, and often involve other people, making them far more valuable than physical objects. But there’s a catch. A 2014 study suggests that for some people—so-called ‘material buyers’—neither experiences nor material goods bring long-term happiness. I put this theory to the test with my own experience: a fancy winter coat that still brings me joy every time I wear it. Paul explains why—its infrequent use, emotional attachment, and social reinforcement all play a role. Ultimately, happiness isn’t just about what you buy—it’s about how and why you buy it.…

It's not real!

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26: Special Christmas Edition - Deck the Halls With Boughs of Holly to Soften Service Failure Evaluations 8:34

3 years ago8:34

8:34

In this special edition of The Marketing Lab, I have a quick chat with Associate Professor Josh Newton about his research into how the mere presence of Christmas decorations lead people to soften their evaluations of a personally experienced service failure encounter. Josh and his colleagues' research was published in the Journal of Service Research in 2018. The abstract is noted below. Thanks for listening to The Marketing Lab (at Deakin) in 2021, and we look forward to talking to you again in 2022. --- The Marketing Lab (at Deakin) is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and traditional custodians of the land where we live, work, and learn. --- Newton, J., Wong, J. and Casidy, R., 2018. Deck the Halls With Boughs of Holly to Soften Evaluations of Service Failure. Journal of Service Research , 21(4), pp.389-404. Abstract Symbols associated with seasonal religious festivals are periodically displayed by service providers, but do these symbols serve more than just a decorative function? Findings from seven experiments suggest they do. In the presence of such symbols, individuals soften their evaluations of a personally experienced service failure encounter. This effect emerges through the activation of forgiveness but only among those with a religious upbringing and only when the encounter involves service failure (rather than neutral service). The softening of service evaluations in the presence of such symbols is reversed, however, when service failure is observed (rather than directed at the self) and when the recipient of that failure is perceived to be vulnerable. Contextual exposure to symbols associated with seasonal religious festivals therefore presents a double-edged sword for managers; depending upon the service failure recipient, these symbols can harden or soften evaluations of the service failure encounter.…

It's not real!

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25: Authenticity, Small Business and the Indian-Australian Experience 27:26

3 years ago27:26

27:26

In our final episode for 2021, our guest is Uppma Virdi, Deakin Alumni, Head Spice Dealer, Founder and CEO of Chai Walli , a female-centric, female owned small Australian business who are passionate about cultural preservation through the art of chai. We discussed authenticity, why being successful is about more than size, money and growth, and how to final convince your parents that you are successful. In 2022, we will be releasing each episode of The Marketing Lab on the first Friday of the month, from February. We all hope you have an opportunity to take a break over the summer/winter, and look forward to bringing you more marketing, culture and business insights in the new year. --- The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.…

It's not real!

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24: Moral Peacocking and the Tragedy of Social Media 52:06

4 years ago52:06

52:06

Whether you use it to stay connected or as part of your marketing strategy, social media is integral for communication. But what happens when everything goes horribly wrong, like it did for Justine Sacco when sent her one-hundred-and-seventy twitter followers the following tweet: “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” By the time she landed in Africa, Twitter users around the world had blasted Justine’s tweet as racist, callous and uncaring. Critics demanded that she be fired from her job and some even called for her death. In this episode of The Marketing Lab at Deakin, I talk to Jeff Rottman and Gini Weber, two of my colleagues in the marketing department at Deakin University about their research into public condemnation, or what they have neatly called, "moral peacocking". On the way, we explore virtue signalling, morals violations and subjective sensitivities. --- The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.…

It's not real!

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23: Start-Ups with an Ethical Motive 42:46

4 years ago42:46

42:46

In this episode of The Marketing Lab at Deakin, we talk to Gordon Renouf, Co-Founder & CEO of Good On You , the world-leading source of trusted brand ratings, articles and expertise on ethical and sustainable fashion. Since 2015, they have built a database of thousands of fashion brands, all assessed against their robust rating system for their impact on people, the planet and animals. They are supported by some of the biggest names in the industry, including Emma Watson, the world-renowned British actor and ethical fashion pioneer. Gordon talks to The Marketing Lab about investors, jobs to be done, and how you develop personas for your market. --- The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.…

It's not real!

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22: Modelling Your Way Out of Trouble 41:39

4 years ago41:39

41:39

In this episode of The Marketing Lab at Deakin we talk to Dr Ali Tamaddoni from Deakin's Marketing Department about how we can use models and machine learning to understand why people change brands and also how religiosity influences online reviews. --- The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.…

It's not real!

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21: Competition, Regulation and Consumer Protection 35:49

4 years ago35:49

35:49

We often think that marketers simply have to sell stuff to consumers, but marketing also requires an awareness of the context in which the business operates. The Australian Competition and Consumer Commission promotes competition and fair trade in markets to benefit consumers, businesses, and the community and also regulates national infrastructure services. Their primary responsibility is to ensure that individuals and businesses comply with Australian competition, fair trading, and consumer protection laws - in particular the Competition and Consumer Act 2010. In this episode of The Marketing Lab, we take a deep dive into how the ACCC works, how they make decisions, and their role in the marketing and consumer landscape in Australia, with the General Manager of their Economic Group, Baethan Mullen. --- The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.…

It's not real!

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20: Listening to First Nations' Voices 41:02

4 years ago41:02

41:02

This week (4 - 11 July) is NAIDOC week in Australia. NAIDOC is a celebration of the history, culture and achievements of Aboriginal and Torres Strait Islander peoples. It’s an opportunity for all Australians, not just the Indigenous community, to come together and celebrate and participate in a range of activities that support your local community. So, for this episode of The Marketing Lab, we celebrate NAIDOC by having a yarn with guests, Professor Mark Rose (Gunditjmara), Tom Molyneux (Gunditjmara) and Cassandra Seery (raised and living on Wurundjeri Country), about how we can think more about First Nations people when we undertake business, marketing and research. --- This year's NAIDOC poster - Care for Country is by Maggie-Jean Douglas - a Gubbi Gubbi artist from South East Queensland. The 21-year-old artist said her first thoughts on hearing the 2021 NAIDOC theme ‘Heal Country ’ was about how country has cared for and healed First Nations people in all senses of the meaning for so long. --- The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.…

It's not real!

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19: Food Marketing and Wellbeing, Part Two 50:42

4 years ago50:42

50:42

Marketers are often portrayed in an unsophisticated way - that they are evil manipulators that are trying to get us to buy things we don’t want. But there are areas of marketing, like macro marketing and social marketing, where marketers are attempting to use marketing… for want of a better phrase… for good. Social marketing uses the tools of marketing to lead to better societal outcomes, in things like health behaviour change programs. Their tools tend to be predominantly in the field of promotion - so this is why you often hear on the public health field people talking about health promotion, but more sophisticated social marketing considers all aspects of the marketing mix, including designing campaigns around segments, around the barriers to the good behaviour, and around how we move people through different stages to achieve the positive outcome. That said, social marketing campaigns can also harm and become quite anti-social. In this episode of the marketing lab, we continued our exploration of food marketing and ethics with Alice Zaslavsky (Alice in Frames), and Deakin Alumnus, Moreen Kamau and Michaela Jackson and examined what happens when social marketing might miss the mark or a campaign goes wrong. We also explored how you can make the ordinary strange and the existential angst that comes with waiting for your Deliveroo or Uber order to arrive. The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.…

It's not real!

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18: Food Marketing and Wellbeing, Part One 44:45

4 years ago44:45