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

Jaksot

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  Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge 16.09.2026 45min

  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.
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  How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power 09.09.2026 45min

  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.
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  Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality. 02.09.2026 58min

  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.
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  How charities can use anchoring, reciprocity, and overhead framing to boost donations 26.08.2026 51min

  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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  Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one 19.08.2026 55min

  Courage strategist Rami Dudin joins MichaelAaron and Richard to discuss why distinctive often beats different, using SickKids' $1.3 billion fundraising turnaround, CIBC's no-fee campaign, and neobank scarcity tactics like Monzo's golden ticket to show why owning one idea can perform better than chasing novelty.
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  How small changes to choice design can help pharma brands drive better prescribing outcomes 12.08.2026 45min

  MichaelAaron and Richard explore why half of chronic-illness patients skip their medication, and why scaring them into compliance backfires. They cover a study on avoiding bad medical news, a simple diagram that cut medication errors in half, and two studies showing doctors are swayed by menu order and time of day when prescribing.
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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 50min

  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.
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  Why 95% of companies stall on AI, and the behavioral science that fixes it 29.07.2026 47min

  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.
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  Inside Influence: Live with Dr. Robert Cialdini 22.07.2026 1t 2min

  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
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  Inside Influence Part 3: How Cialdini’s Principles of Consistency and Unity Shape Modern Marketing 17.07.2026 41min

  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.
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  Inside Influence Part 2: How Cialdini’s Principles of Social Proof, Scarcity, and Authority Shape Consumer Behavior 15.07.2026 55min

  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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  Inside Influence Part 1: How Cialdini’s Principles of Reciprocity and Likability Drive Consumer Action 13.07.2026 50min

  This week, MichaelAaron and Richard kick off their miniseries “Inside Influence” on Robert Cialdini’s classic book Influence. They unpack the principles of reciprocity and liking, exploring how gifts increase spending, why similarity builds trust, and how brands can ethically shape persuasion and behavior.
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  How behavioral science reveals what traditional market research misses 08.07.2026 40min

  In this episode, MichaelAaron and Richard challenge some of marketing’s biggest assumptions about consumer research. They explore why people often can’t explain their own decisions, why A/B tests outperform surveys, and how observing real behavior leads to stronger insights and better marketing decisions.
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  Interview: Richard Chataway, author of The Behavior Business, on why every business is in the business of behavior 01.07.2026 59min

  In this episode, we speak with Richard Chataway, founder of Communication Science Group and author of The Behaviour Business. Richard reveals how he used behavioral science to help people quit smoking, why diversity has both a moral and commercial justification, and how interacting with AI changes our behavior.
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  How AI is influencing marketing and why human judgment still matters 24.06.2026 48min

  In this episode, MichaelAaron and Richard explore the intersection of artificial intelligence and behavioral science. They discuss why AI amplifies good and bad thinking alike, how overreliance can weaken judgment, why creativity risks becoming more uniform, and how understanding human behavior remains a critical advantage in the age of AI.
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  How e-commerce brands use behavioral science to increase perceived value 17.06.2026 38min

  In this episode, MichaelAaron and Richard explore how behavioral science can improve e-commerce performance. From why perfect reviews reduce trust to how scarcity boosts value perception, they unpack practical ways brands can increase conversion, reduce friction, and shape buying decisions online.
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  Interview: Michael Hallsworth, creator of the EAST framework, on what really changes behavior 10.06.2026 46min

  In this episode, MichaelAaron and Richard sit down with behavioral scientist Michael Hallsworth, co-creator of the EAST framework and author of The Hypocrisy Trap. They explore behavior change, social influence, hypocrisy, and why relatable messengers, simple interventions, and context matter more than most marketers realize.
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  Behavioral Science for Agencies: Strategy 03.06.2026 43min

  In this episode, MichaelAaron Flicker and Richard Shotton explore how agencies can use behavioral science to build stronger brand strategies. From the mere-exposure effect to the halo effect and goal dilution, they unpack why consistency, focus, and clear communication often outperform complexity and constant reinvention.
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  The 4 P's of Marketing: Place 28.05.2026 33min

  In this episode, the fourth and final installment in a miniseries on the 4 Ps of Marketing, MichaelAaron Flicker and Richard Shotton explore how behavioral science shapes “place.” From making products easier to access to using scarcity and premium environments to influence perception, they unpack why distribution is far more powerful than most marketers realize.
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  Interview: Robert West, creator of the COM-B model, on the three forces behind every human behavior 20.05.2026 1t 2min

  In this episode, MichaelAaron and Richard sit down with behavioral scientist Robert West, creator of the COM-B model, to explore the three forces behind every human behavior: capability, opportunity, and motivation. They discuss why behavior change so often fails, how environments shape decisions more than we realize, and how businesses and governments can design more effective interventions.