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

139 episodes

Award-Winning Campaigns - How KitKat turned a stolen truckload of chocolate into a Cannes Grand Prix by making scarcity the story
2026/10/07 | 30 mins.
After 12 tons of KitKat bars vanished the week before Easter, the brand turned a supply chain crisis into a Cannes Grand Prix winning campaign. MichaelAaron and Richard unpack the scarcity, Zeigarnik and IKEA effects behind it, and how brands can turn spectators into participants in a story.
Award-Winning Campaigns - How Wisła Kraków turned a legal requirement into a 42% attendance increase
2026/09/30 | 36 mins.
Polish law requires every club to identify each fan entering the stadium. Wisła Kraków's Football Club turned that compliance database into the Lucky Fan Index, a metric for how much luck each supporter brings, and game attendance rose 42%. MichaelAaron and Richard dissect the superstition research behind it.
How William Poundstone's book Priceless turns anchoring, relativity and fairness into pricing power
2026/09/23 | 41 mins.
MichaelAaron and Richard revisit William Poundstone's Priceless to unpack why price feels relative, not absolute. They cover anchoring in courtroom and Williams-Sonoma pricing, why a $5 saving matters more on a $15 item than a $125 one, and how visible costs and higher prices signal quality and fairness to buyers.
Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge
2026/09/16 | 45 mins.
MichaelAaron and Richard unpack Writing for Busy Readers by Todd Rogers and Jessica Lasky-Fink: six evidence-backed principles for readers who skim rather than read. Why a 49-word email beat a 127-word one, why subheadings doubled newsletter clicks, and why making a task easy beats making it exciting.
How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power
2026/09/09 | 45 mins.
Charles Spence's book Gastrophysics argues that taste is built by every sense, not just the tongue. MichaelAaron and Richard work through the evidence: classical music lifting restaurant spend 10%, heavy cutlery raising willingness to pay 16%, rounder chocolate read as 50% creamier, and what brands should do with it.

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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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