In this episode, MichaelAaron and Richard share a first look at their upcoming book Hacking the Human Mind, a guide to applying behavioral science for brand growth. Then, they revisit the Häagen-Dazs case study—exploring how foreign branding and price relativity helped transform everyday ice cream into a luxury experience that set powerful consumer expectations.

In this episode we speak with Uri Gneezy, behavioural economist and professor at the Rady School of Management at UC San Diego. Uri is the author of Mixed Signals and The Why Axis. In the episode, he explores how poorly designed incentives can backfire, why intentions don’t often match outcomes and how to overcome the common pitfalls in our thinking. 

We’re thrilled to announce the upcoming launch of Hacking the Human Mind, A new book exploring how behavioral science powers the world’s most iconic brands. Re-watch this episode and get ready for Hacking the Human Mind, hitting shelves September 30th.

In this episode we speak with David Robson, science journalist and author of The Expectation Effect. David explores how beliefs, attitudes and expectations shape our health, performance and daily experiences. He explains the fascinating science behind placebo effects, the power of mindset in influencing outcomes and the implications for behavior change messaging. 

In this episode we speak with Patrick Fagan, behavioral scientist and co-founder of the consultancy Capuchin Behavioral Science. Patrick is the former lead psychologist at Cambridge Analytica, author of Hooked and co-author of Free Your Mind. He shares insights into the hidden drivers of consumer behavior, how data and psychology intersect and why marketers should tap into the irrational mind. 

In this episode, we chat with Phil Graves, author of Consumerology. As a leading voice on the flaws of traditional market research, he explains why what customers say often differs from what they do. He also highlights the mechanisms behind purchase decisions and explores how behavioral science offers a more reliable lens for understanding real consumer behavior. 

In this episode we sit down with Rory Sutherland, author of Alchemy. As one of advertising’s most original thinkers, he makes the case for embracing irrationality in marketing, argues why logic is overrated and explains how small shifts can lead to big behavioral effects. 

In this episode we explore how behavioral science can be applied to media planning. We discuss the fundamental attribution error and why this suggests brands should spend less time thinking about target audiences and more time thinking about target contexts. 
We then look at some specific moments that brands can target – such as when people are in a good mood or when their age ends in nine.

In this episode, we look at the story of Five Guys and how they used behavioral science to become one of the most successful brands in the ‘better burger’ category. We identify some of the secrets to their success such as ending the experience on a high, harnessing the illusion of effort by letting dinners see into the kitchen and - perhaps most importantly of all – harnessing the power of simplicity!

In this episode we speak with Steve Martin, co-author of Yes! 60 secrets from the science of persuasion which has sold over 1.5 m million copies. We talk to Steve about his latest work on the messenger effect and the eight traits that make a messenger influential.