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

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Interview: Michael Norton, Harvard Business School professor and author of The Ritual Effect, on how brands turn ordinary consumption into rituals that build emotional connection
05-08-2026 | 50 Min.
Harvard professor Michael Norton, author of The Ritual Effect, joins MichaelAaron and Richard to explore why identical actions feel meaningful to one person and trivial to another. They cover how Oreo, Stella Artois, and Guinness turn consumption into ritual, and what marketers should watch for when customers improvise their own rituals.
Why 95% of companies stall on AI, and the behavioral science that fixes it
29-07-2026 | 47 Min.
MichaelAaron and Richard unpack a new Behavioral Insights Team report on why most companies fail to get employees using AI, covering how social proof lifts adoption, why removing small points of friction beats motivational pitches, and why framing AI as something to lose outperforms framing it as a gain.
Inside Influence: Live with Dr. Robert Cialdini
22-07-2026 | 1 u. 2 Min.
In this special finale to the Inside Influence series, MichaelAaron and Richard are joined by Dr. Robert Cialdini to revisit the principles behind his landmark book Influence. Together, they explore ethical persuasion, authority, AI, and the practical behavioral insights that continue to shape effective marketing
Inside Influence Part 3: How Cialdini’s Principles of Consistency and Unity Shape Modern Marketing
17-07-2026 | 41 Min.
In part three of the Inside Influence series, Richard Shotton and MichaelAaron Flicker explore Cialdini’s principles of commitment, consistency, and unity - revealing how small commitments, shared identity, and group belonging can dramatically shape persuasion and behavior.
Inside Influence Part 2: How Cialdini’s Principles of Social Proof, Scarcity, and Authority Shape Consumer Behavior
15-07-2026 | 55 Min.
In part two of the Inside Influence series, Richard Shotton and MichaelAaron Flicker unpack Cialdini’s principles of social proof, authority, and scarcity - exploring the psychology behind popularity, trust, exclusivity, and why small shifts in perception can dramatically change consumer behavior.

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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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