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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.: Daily Summaries Delivered
by Consumer Behavior Lab
The Consumer Behavior Lab is dedicated to teaching marketers across the United States how behavioral science principles can be applied to help their brands. By decoding the underlying motivations of how consumers make decisions, the CBL seeks to make a better industry - where both brands and agencies put proven science behind their decision making.
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- 4 days ago45 min
Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge
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.
- 1 weeks ago45 min
How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power
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.
- 2 weeks ago58 min
Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality.
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.
- 3 weeks ago51 min
How charities can use anchoring, reciprocity, and overhead framing to boost donations
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.
- Aug 19, 202655 min
Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one
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.
- Aug 12, 202645 min
How small changes to choice design can help pharma brands drive better prescribing outcomes
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.
- Aug 5, 202650 min
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
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.
- Jul 29, 202647 min
Why 95% of companies stall on AI, and the behavioral science that fixes it
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.
About Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
The Consumer Behavior Lab is dedicated to teaching marketers across the United States how behavioral science principles can be applied to help their brands. By decoding the underlying motivations of how consumers make decisions, the CBL seeks to make a better industry - where both brands and agencies put proven science behind their decision making.
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