From Petrified Wood to Pints Social Proof Gone Wrong

Behavioural science meets marketing mishaps back in episode 46 with Phill Agnew. As a specialist in testing what really works in ads, Phill exposes how well intentioned campaigns often push audiences in exactly the wrong direction. He unpacks the idea of negative social proof, where highlighting how many people binge drink, steal from parks or ignore donation prompts can actually signal that this behaviour is normal and acceptable. Phill shares stories from university alcohol campaigns,...