

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Consumer Behavior Lab
The Consumer Behavior Lab is dedicated to teaching marketersacross the United States how behavioral science principles can beapplied to help their brands. By decoding the underlying motivationsof how consumers make decisions, the CBL seeks to make a betterindustry - where both brands and agencies put proven sciencebehind their decision making.
Episodes
Mentioned books

Aug 27, 2025 • 32min
How Klarna uses present bias and temporal reframing to make shopping feel irresistible
Dive into the psychology behind Klarna's Buy Now, Pay Later model, which capitalizes on present bias to enhance online shopping. Discover how our evolutionary past influences decision-making, leading many to prefer immediate rewards over future savings. Learn about the impact of temporal reframing on how consumers perceive pricing, making costs feel more manageable. The discussion reveals costless pricing strategies that can elevate sales for brands of all sizes—turning the act of spending into an irresistible choice.

Aug 20, 2025 • 19min
Hacking the Human Mind - Book Preview: Häagen-Dazs
Discover how Häagen-Dazs transformed ice cream into a luxury experience through foreign branding and strategic pricing. The hosts dive into the psychology behind consumer perceptions, revealing how names and packaging evoke a sense of exclusivity. They also tackle ethics in marketing, discussing the balance between behavioral science and consumer well-being. Additionally, learn about the impact of price relativity on purchasing decisions and how brands can evaluate their market positioning through consumer psychology.

Aug 13, 2025 • 53min
Interview: Uri Gneezy, author of Mixed Signals, on why misaligned incentives backfire
Uri Gneezy, a behavioral economist and professor at the Rady School of Management, dives into the intricacies of incentives and decision-making. He highlights how poorly designed incentives can backfire, emphasizing the importance of aligning goals with desired outcomes. Gneezy discusses societal perceptions of charitable donations and how they affect donor behavior. Additionally, he shares insights on using anticipated regret to influence consumer choices and warns about common branding pitfalls that arise from misunderstanding customer incentives.

6 snips
Aug 7, 2025 • 30min
Hacking the Human Mind - Book Preview: Dyson
Dive into the fascinating world of brand marketing with insights from Dyson's unique approach. Discover how the 'illusion of effort' builds consumer trust and the power of perceived effort in product design. The journey of James Dyson reveals how innovation stems from understanding user frustrations. Learn how precise communication enhances brand credibility, and see why transparency in effort can influence consumer satisfaction. This exploration highlights the intersection of behavioral science and marketing strategies revolutionizing industries.

Jul 30, 2025 • 50min
Interview: David Robson, author of The Expectation Effect, on how beliefs shape behavior
David Robson, a science journalist and author of The Expectation Effect, shares intriguing insights into how our beliefs influence health and behavior. He discusses the placebo effect and how expectations can lead to self-fulfilling prophecies. Robson also explores the role of intuition in significant purchases and how food presentation alters perception. He emphasizes the mind-body connection in pain management and offers strategies for brands to enhance consumer experiences through effective expectation management.

Jul 23, 2025 • 41min
Interview: Patrick Fagan, author of Hooked, on the behavioral shortcuts that influence what we buy
Join Patrick Fagan, a behavioral scientist and co-founder of Capuchin Behavioral Science, as he dives into the fascinating world of consumer psychology. He discusses how marketers can leverage behavioral shortcuts like social proof and scarcity to influence buying decisions. The curiosity gap—sparking engagement through contrasts between expectations and reality—is another highlight. Fagan also shares insights on the powerful impact of branding and the mistakes brands make when they stray from their established identities. A must-listen for marketers!

7 snips
Jul 9, 2025 • 51min
Interview: Phil Graves, author of Consumerology, on the hidden flaws of market research
In a captivating discussion with Phil Graves, author of Consumerology and founder of Shift Consultancy, listeners dive into the pitfalls of traditional market research. Phil explains the gap between consumer statements and actual behavior, emphasizing the power of behavioral science. He critiques outdated methods, advocates for innovative research techniques, and shares insights on live testing, particularly in observing consumer habits. The conversation sheds light on the challenges small businesses face with data and discusses the future of behavioral insights in an age of AI and quantum computing.

80 snips
Jun 25, 2025 • 2h 27min
Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work
In this engaging conversation, Rory Sutherland, Vice Chairman of Ogilvy UK and behavioral science maestro, discusses the power of embracing irrationality in marketing. He challenges conventional thinking, showcasing how small shifts can yield significant behavioral outcomes. The dialogue dives into innovative concepts like reverse benchmarking from Brazilian jiu-jitsu and reimagining how advertising can better reflect human decision-making. With rich anecdotes, Sutherland advocates for creativity in branding and the necessity of focusing on qualitative measures over purely quantitative metrics.

7 snips
Jun 18, 2025 • 34min
Behavioral science for agencies: media planning
Discover how behavioral science transforms media planning by shifting focus from demographics to context. Explore the fundamental attribution error's impact on decision-making and learn why advertising effectiveness hinges on situational factors like timing and mood. Delve into creative strategies that target unique moments, such as when consumers are in a good mood or their age ends in nine. Gain actionable insights from peer-reviewed studies to foster credibility and enhance the impact of your marketing efforts.

Jun 4, 2025 • 32min
How Five Guys uses the illusion of effort to make their burgers taste even better
Explore how Five Guys revolutionizes the burger experience by leveraging behavioral science. Discover the peak-end rule and how the final moments of a meal can shape customer satisfaction. Learn about the illusion of effort and how visible kitchen practices enhance perceived quality. The importance of simplicity in branding is highlighted, showcasing how a focused menu builds trust and boosts consumer connection. Plus, enjoy lively debates on favorite burger toppings and unique ordering tips!