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

137 afleveringen

How William Poundstone's book Priceless turns anchoring, relativity and fairness into pricing power
23-09-2026 | 41 Min.
MichaelAaron and Richard revisit William Poundstone's Priceless to unpack why price feels relative, not absolute. They cover anchoring in courtroom and Williams-Sonoma pricing, why a $5 saving matters more on a $15 item than a $125 one, and how visible costs and higher prices signal quality and fairness to buyers.
Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge
16-09-2026 | 45 Min.
MichaelAaron and Richard unpack Writing for Busy Readers by Todd Rogers and Jessica Lasky-Fink: six evidence-backed principles for readers who skim rather than read. Why a 49-word email beat a 127-word one, why subheadings doubled newsletter clicks, and why making a task easy beats making it exciting.
How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power
09-09-2026 | 45 Min.
Charles Spence's book Gastrophysics argues that taste is built by every sense, not just the tongue. MichaelAaron and Richard work through the evidence: classical music lifting restaurant spend 10%, heavy cutlery raising willingness to pay 16%, rounder chocolate read as 50% creamier, and what brands should do with it.
Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality.
02-09-2026 | 58 Min.
Guinness made you wait, Avis was second, VW was small. Andy Nairn and Richard unpack why owning a flaw beats hiding one, and how the same instinct led Lucky Generals to raise its own size in pitches before a prospect could ever hold it against them.
How charities can use anchoring, reciprocity, and overhead framing to boost donations
26-08-2026 | 51 Min.
MichaelAaron and Richard explore why charity donations are especially resistant to typical marketing tactics. They unpack behavioral studies on anchoring, present preference bias, reciprocity, and overhead aversion that show small shifts in framing and timing can raise donations by double digits.

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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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