Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science
Feb 27, 2025
Roger Dooley, author of "Brainfluence" and "Friction," dives into the fascinating world of neuromarketing. He emphasizes the need to make desired customer behaviors as easy as possible to boost engagement. Experimentation and prioritizing behavioral biases are critical for brands. Dooley discusses the delicate balance between self-service options and human interaction in retail. By analyzing industry giants, he illustrates how reducing friction can lead to increased sales and highlights the importance of integrating behavioral science into effective marketing strategies.
35:43
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Quick takeaways
- Making desired behaviors easy is crucial for encouraging consumer engagement and reducing barriers to purchase decisions.
- Experimentation and prioritizing the right behavioral biases are essential for brands to refine marketing strategies and optimize user experiences.
Deep dives
The Journey into Neuromarketing
The speaker shares their unconventional path into neuromarketing, beginning with a background in chemical engineering and a pivotal course on the psychology of persuasion that ignited their interest in behavioral science. This interest lay dormant for years while they accumulated experience in product management and marketing within a Fortune 1000 company. Eventually, they left corporate life to co-found a direct marketing catalog business, gaining hands-on experience with quantitative marketing practices like A-B testing. Their continued exploration of neuroscience led to the creation of the website neurosciencemarketing.com, which garnered attention and led to book deals and speaking engagements.
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