The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 537. Unlocking Behavioral Secrets of Iconic Brands
Oct 2, 2025
Richard Shotton, a behavioral science author and marketer, joins MichaelAaron Flicker, founder of the Consumer Behavior Lab, to unravel the psychological principles behind iconic brands. They discuss Kraft Mac and Cheese's use of pareidolia to capture attention and Snickers' humorous campaigns that drive purchases. Dyson's strategies to signal quality through perceived effort are highlighted. The duo emphasizes storytelling's importance in marketing, and they analyze the challenges of introducing new ideas in business while advocating for actionable insights to engage consumers effectively.
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Brands As Memorable Teaching Tools
- The book uses 17 brands as concrete cases to teach behavioral science principles.
- Concrete stories help readers remember and apply biases in real marketing contexts.
Faces Grab Attention Fast
- Pareidolia draws attention to face-like imagery and boosts fixation in ads.
- Studies show face-like images win attention even when flashed briefly, aiding brand recall.
Child Chose The Smiling Noodle
- Melina's three-year-old insisted on the macaroni box with a smiley noodle.
- The child remembered the simple visual cue over product details, showing pareidolia's impact.
