Interview: Steve Martin, author of Messengers, on the eight key traits of an effective messenger
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.
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53:33
How Oatly used the messenger effect to become the world's most successful milk alternative
In this episode, we explore how Oatly became a billion-dollar brand by using behavioral science in clever, unexpected ways. We unpack how the launch of their Barista Edition—crafted specifically for coffee shops—tapped into the Messenger Effect, where who delivers a message matters as much as what is said. Along the way, we break down what makes a messenger truly persuasive—and how your brand can apply the same principles to win trust and grow.
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38:22
Interview: Adam Ferrier author of The Advertising Effect on why you should stop listening to your customer
In this episode we speak with Adam Ferrier, founder of Australian ad agency, Thinkerbell. Adam is the author of The Advertising Effect, one of the best books on applying behavioral science to advertising. On the podcast he talks about some of the most effective Australian campaigns of the last few years and why listening to your customer creates bland advertising.
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51:27
How Everlane have harnessed the principle of fairness to grow their brand
Everlane’s success has partly been driven by differentiating themselves from the rest of the fashion industry. Crucially they have reframed the competition as behaving unfairly. In this episode we look at a series of behavioral science experiments that show brands can disrupt consumer apathy if they position the competition as having behaved unfairly. We cover a range of studies by Werner Guth, Sally Blount and Richard Thaler. Most importantly we focus on the practical marketing applications.
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25:40
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.
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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