The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 536. Unlocking Consumer Choices: The Power of Behavioral Science in Marketing
Sep 30, 2025
Nancy Harhut, co-founder and Chief Creative Officer of HBT Marketing, dives deep into the intersection of behavioral science and marketing. She shares her journey from traditional marketing to utilizing consumer psychology for impactful strategies. Discover how autonomy bias can drive decisions, the concept of the magnetic middle boosts sales, and why testing is vital for marketing success. With real-world examples, Nancy illustrates how small changes can yield significant results, making this a must-listen for marketers eager to enhance their tactics.
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Learn Classics, Then Experiment
- Read foundational behavioral researchers like Cialdini, Ariely, Thaler, and Sunstein to connect principles to marketing.
- Then run small tests to see what applies in your real-world context.
Magnetic Middle Lifted Insurance Sales
- Nancy used the "magnetic middle" chart to show dentists their insurance level relative to a range and prompted movement toward the center.
- That test produced a triple-digit lift for the insurance client and became a long-standing success story.
Always Validate With Tests
- Always test behavioral tactics rather than rolling them out universally to clients.
- Testing gives you precise lifts and prevents mistaken confidence in anecdotal wins.
