Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago
May 1, 2025
Ayelet Fishbach, a leading expert on motivation and a Professor at the University of Chicago Booth School of Business, discusses her groundbreaking work. She dives into how variable rewards can influence consumer behavior and explains the pitfalls of goal dilution and avoidance goals. Ayelet also highlights the importance of reframing setbacks as learning experiences to boost motivation. Additionally, she engages in the intriguing psychology of unisex marketing, explaining how showcasing product flaws can actually enhance credibility in consumers' eyes.
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Motivation via Situation or Framing
- Motivational strategies work by changing either the situation or how you think about it.
- Framing progress as 'done' or 'left to do' deeply impacts our motivation based on where we are in the process.
Shift Focus Mid-Goal
- At the start of pursuing a goal, focus on progress achieved to boost motivation.
- Beyond the midway point, focus on what remains to maintain motivation and goal commitment.
Goal Type Affects Monitoring
- Commitment level and goal clarity influence motivation strategies.
- Clear endpoints make progress easier to monitor, aiding motivation, unlike vague ongoing goals like healthy eating.
