Player FM - Internet Radio Done Right
Checked 4d ago
Ditambah two tahun yang lalu
Innhold levert av Consumer Behavior Lab. Alt podcastinnhold, inkludert episoder, grafikk og podcastbeskrivelser, lastes opp og leveres direkte av Consumer Behavior Lab eller deres podcastplattformpartner. Hvis du tror at noen bruker det opphavsrettsbeskyttede verket ditt uten din tillatelse, kan du følge prosessen skissert her https://no.player.fm/legal.
Player FM - Podcast-app
Gå frakoblet med Player FM -appen!
Gå frakoblet med Player FM -appen!
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Merk alt (u)spilt...
Manage series 3438351
Innhold levert av Consumer Behavior Lab. Alt podcastinnhold, inkludert episoder, grafikk og podcastbeskrivelser, lastes opp og leveres direkte av Consumer Behavior Lab eller deres podcastplattformpartner. Hvis du tror at noen bruker det opphavsrettsbeskyttede verket ditt uten din tillatelse, kan du følge prosessen skissert her https://no.player.fm/legal.
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.
…
continue reading
55 episoder
Merk alt (u)spilt...
Manage series 3438351
Innhold levert av Consumer Behavior Lab. Alt podcastinnhold, inkludert episoder, grafikk og podcastbeskrivelser, lastes opp og leveres direkte av Consumer Behavior Lab eller deres podcastplattformpartner. Hvis du tror at noen bruker det opphavsrettsbeskyttede verket ditt uten din tillatelse, kan du følge prosessen skissert her https://no.player.fm/legal.
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.
…
continue reading
55 episoder
همه قسمت ها
×![Artwork](/static/images/128pixel.png)
1 Interview with Sarah Carter: co-author of "How Not to Plan" 1:00:04
1:00:04
Spill senere
Spill senere
Lister
Lik
Likt1:00:04![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
![Artwork](/static/images/128pixel.png)
1 Kraft Mac and Cheese: how to overcome the pitfalls of launching a healthier variant of your product 29:28
29:28
Spill senere
Spill senere
Lister
Lik
Likt29:28![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
![Artwork](/static/images/128pixel.png)
1 Interview with Todd Rogers: author of Writing for Busy Readers 36:16
36:16
Spill senere
Spill senere
Lister
Lik
Likt36:16![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
![Artwork](/static/images/128pixel.png)
1 Pret a Manger: bouncing back from the pandemic with behavioral science 23:03
23:03
Spill senere
Spill senere
Lister
Lik
Likt23:03![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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…
![Artwork](/static/images/128pixel.png)
1 Interview with Seth Stephens-Davidowitz: author of Everybody Lies 49:01
49:01
Spill senere
Spill senere
Lister
Lik
Likt49:01![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
We 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.
![Artwork](/static/images/128pixel.png)
1 The Replication Crisis: How to Avoid Basing Your Marketing on Bogus Findings 24:38
24:38
Spill senere
Spill senere
Lister
Lik
Likt24:38![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
![Artwork](/static/images/128pixel.png)
1 How to change habitual customer behavior in the New Year 27:52
27:52
Spill senere
Spill senere
Lister
Lik
Likt27:52![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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?…
![Artwork](/static/images/128pixel.png)
1 Interview with Phil Barden: author of Decoded 49:09
49:09
Spill senere
Spill senere
Lister
Lik
Likt49:09![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
In 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.…
![Artwork](/static/images/128pixel.png)
1 Les Binet Uncovered: Surprising Secrets of Ad Effectiveness You May Have Never Heard Before 59:24
59:24
Spill senere
Spill senere
Lister
Lik
Likt59:24![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
![Artwork](/static/images/128pixel.png)
1 Get Out the Vote: How Behavioral Science Can Boost Voter Turnout 26:54
26:54
Spill senere
Spill senere
Lister
Lik
Likt26:54![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
![Artwork](/static/images/128pixel.png)
1 How Indulgence Brands Can Benefit From Moral Licensing 19:02
19:02
Spill senere
Spill senere
Lister
Lik
Likt19:02![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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.…
![Artwork](/static/images/128pixel.png)
1 How Brands Win with Matt Johnson, author of Blindsight 44:07
44:07
Spill senere
Spill senere
Lister
Lik
Likt44:07![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
We 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.…
![Artwork](/static/images/128pixel.png)
1 The Practical Application of Behavioral Science with Kate Waters 48:10
48:10
Spill senere
Spill senere
Lister
Lik
Likt48:10![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In 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
![Artwork](/static/images/128pixel.png)
1 How Starbucks Made Pumpkin Spice Latte a Cult Favorite with Scarcity 30:28
30:28
Spill senere
Spill senere
Lister
Lik
Likt30:28![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In this episode, we uncover how Starbucks turns the Pumpkin Spice Latte into a cult favorite through the power of scarcity.
Velkommen til Player FM!
Player FM scanner netter for høykvalitets podcaster som du kan nyte nå. Det er den beste podcastappen og fungerer på Android, iPhone og internett. Registrer deg for å synkronisere abonnement på flere enheter.