Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant
Apr 17, 2025
Gareth Harvey, a former professor of consumer psychology and now a director at Decide, discusses the practical implications of behavioral science for brands. He shares insights on how retailers can effectively frame special offers and utilize music to enhance the shopping experience. The conversation delves into the challenges of translating academic research into real-world retail strategies, such as creating engaging store atmospheres. Harvey also highlights the importance of understanding consumer behavior and employing analytics to better influence purchasing decisions.
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Gareth's Path to Consumer Psychology
- Gareth switched from traditional marketing to consumer psychology around 2007 to understand why consumers behave the way they do.
- He has focused on real-world supermarket experiments rather than just lab studies to see what actually influences behavior.
Lab to Real World Effect Shrinkage
- Lab study effects often shrink drastically when tested in real supermarkets, sometimes by a factor of 17 times smaller.
- This challenges reliance on lab results for public policy and commercial rollouts without real-world validation.
Stepwise Testing Approach
- Test academic findings first in lab, then one store, then multiple stores before full rollout to ensure effect replicability.
- Adjust and improve during each phase to optimize impact before scaling up.