Did you know AI influencers drive more engagement than real humans do? Or that consumers buy less, not more, from your brand the longer they’re a customer? Or why you always buy the large popcorn at the movie theater, even though you’d be happy with a smaller size?

This episode, Elena, Angela, and Rob are sharing some of their favorite (and most surprising) research on marketing principles and consumer behavior. Plus, they dig into how marketers should apply these learnings to their own strategies and campaigns. Prepare to have your mind blown!

Topics covered:

• [01:00] The Law of Buyer Moderation
• [02:30] Why brand loyalty is hard to maintain
• [06:00] How the decoy effect changes how we think about options
• [10:00] AI vs human influencers
• [13:00] Share of voice’s correlation to share of market
• [16:45] What is the mere exposure effect?
• [20:15] How LLMs are changing market research 

 





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Resources: 
2010 How Brands Grow Book: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560

2023 MarketingWeek Article: https://www.marketingweek.com/marketing-experts-effective-share-of-voice/

2023 Marketing Science Study: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4241291

The Decision Lab Article: https://thedecisionlab.com/biases/mere-exposure-effect 

The Decision Lab Article: https://thedecisionlab.com/biases/decoy-effect

 
 
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