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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

Consumer Behavior Lab
BusinessMarketing
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Latest episode

112 episodes

  • Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

    The Four P's of Marketing: Promotion

    2026/04/15 | 52 mins.
    In this episode, MichaelAaron and Richard explore how behavioral science can strengthen the promotion pillar of the four Ps. They cover the power of language framing, why admitting the right flaw can increase credibility, and how the “but you are free” technique boosts compliance without pressure.
  • Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

    Interview: Karen Nelson-Field, author of The Attention Economy, on why not all reach is equal

    2026/04/08 | 48 mins.
    In this episode, MichaelAaron Flicker and Richard Shotton speak with Karen Nelson-Field about why attention has become one of the most important metrics in modern advertising. They explore how attention differs from reach, what drives it across channels, and how brands can plan media more effectively by focusing on real human engagement.
  • Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

    Awarded Campaigns: How DP World changed global shipping by questioning a hidden assumption

    2026/04/01 | 35 mins.
    MichaelAaron Flicker and Richard Shotton unpack how DP World helped shift a global shipping standard that no one had questioned for nearly a century. By challenging status quo bias and rallying competitors around a shared change from −18°C to −15°C, the campaign cut emissions, reduced costs, and reshaped an entire industry.
  • Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

    Interview: Bri Williams, behavioral scientist and founder of People Patterns, on designing customer journeys that change behavior

    2026/03/25 | 55 mins.
    In this episode, we chat with Bri Williams, author of The Williams Behaviour Book and managing director at People Patterns. We explore how to change behaviour inside companies, and cover a range of principles, such as the Zorro technique, the “But You Are Free” principle and “Arming Your Advocate” model.
  • Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

    Awarded Campaigns: How Procell reframed the true cost of cheap batteries to win B2B buyers

    2026/03/18 | 34 mins.
    MichaelAaron Flicker and Richard Shotton analyze Procell’s award-winning B2B campaign that reframed the “cheap battery” decision by highlighting the hidden labor cost of replacing them. Using humor and behavioral science, the campaign shifted procurement thinking from purchase price to true cost.

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About 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.
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BusinessMarketing

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