Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: David Robson, author of The Expectation Effect, on how beliefs shape behavior
Jul 30, 2025
David Robson, a science journalist and author of The Expectation Effect, shares intriguing insights into how our beliefs influence health and behavior. He discusses the placebo effect and how expectations can lead to self-fulfilling prophecies. Robson also explores the role of intuition in significant purchases and how food presentation alters perception. He emphasizes the mind-body connection in pain management and offers strategies for brands to enhance consumer experiences through effective expectation management.
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Beliefs Alter Physiology
- Beliefs about fitness genes impact actual physiological responses to exercise more than the genes themselves.
- Expectation effects can influence both perception and bodily function during physical activity.
Small Changes, Big Side Effects
- Minor changes like pill color can trigger massive increases in reported side effects due to lost consumer trust.
- Media coverage amplifies fears, reinforcing the nocebo effect in medication use.
Preempt Negative Expectations
- Warn consumers in advance of product changes to preempt negative expectations.
- Use clear communication to reduce fears and prevent self-perpetuating negative responses.
