Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Dan Ariely, author of Predictably Irrational, on unfakeable signals, friction, and trust in brands
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Oct 15, 2025 
Dan Ariely, a Duke University professor and behavioral economics expert, shares insights on how brands can foster trust and communicate more authentically. He discusses the psychological impact of branding, differentiating between familiarity-driven and identity-driven approaches. Ariely explains the 'handicap principle' and the importance of unfakeable signals in building credibility. He emphasizes that brands should encourage consumer participation in creating meaning while sharing fascinating examples of how consumption vocabulary can enhance product experiences.
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Brands Are Mental Impacts Not Just Logos
- A brand is the impact a product has on a consumer's brain, varying from simple familiarity to identity expression.
- Different brands serve different psychological roles, so branding strategies must match the type of mental impact desired.
Costly Signals Build Credibility
- Signals must carry real cost to be credible, like the peacock's heavy tail proving fitness.
- Brands can harness costly, authentic signals to communicate truthful attributes to consumers.
T‑Shirt Labels Changed Wearers' Behavior
- Ariely printed 'generous' or 'stingy' on T-shirts and found wearers' behavior aligned with the label.
- Even when the print faced inward and only the wearer knew, the label still shaped behavior.