Behavioral science and its role in marketing

Behavioral science is seen as a minor but important field within marketing, focused on understanding cognitive impacts and short-term influences. However, the broader definition of behavioral science, as the basis for understanding the market, is not receiving enough attention. The challenge lies in understanding what drives customer behavior and decision-making before making tactical choices. While behavioral science is often used for packaging, pricing, and communication, there is untapped potential in applying it to product design and overall strategy. Trust signaling and contextual variables, such as distribution and placement, also play a crucial role in building brand trust and preference. Overall, there is a need to balance the micro focus of behavioral science with broader marketing goals.