Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago
Katy Milkman has described Ayelet Fishbach as the foremost expert on motivation in the world. In this episode we speak to Ayelet about her work and how marketers can harness it to change the behavior of their users. In a wide ranging conversation we discuss Ayelet’s research on variable rewards, the goal dilution effect and the problem with setting avoidance goals.
--------
49:42
How GEICO use the principle of concreteness to make memorable ads
GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable? In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.
--------
29:04
Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant
In this episode we talk with Gareth Harvey. Gareth was previously a professor of consumer psychology but now advises companies about how they can apply findings from behavioral science. In this episode he discusses some of his work with retailers showing how they can better frame special offers, use music more effectively and adjust the shopper journey.
--------
48:17
How Hendrick's distinctive use of nostalgia explains their marketing success
In this episode we look at one of the world’s most successful gins: Hendrick’s. We explore three behavioral science principles that explain their growth: distinctiveness, consistency and nostalgia. In particular, we look at the experimental evidence from psychologists such as Von Restorff, Zajonc and Sedikides.
--------
28:24
Interview: Melina Palmer, author of What your Customer Wants and Can't Tell You
In this interview, we catch up with Melina Palmer who has released a new book: The Truth About Pricing. She discusses how brands like Hermes and Costco have applied principles from behavioral science. We cover ideas like scarcity, reciprocity and the importance of in groups.
Sobre Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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.
Ouve Behavioral Science For Brands: Leveraging behavioral science in brand marketing., Money Money Money e muitos outros podcasts de todo o mundo com a aplicação radio.pt
Portugal