Consumers do not act completely rationally when it comes to prices, but businesses can make prices more appealing by using precise pricing, charm pricing, and putting more psychological distance between the act of payment and receiving the product. 

In this special episode we take a look at Richard's new book, the Illusion of Choice and gain exclusive content from our author himself. Hear about the stories that inspired the book, and most importantly, hear how Richard thinks we can all use this new book to make marketing in the world stronger.

Understanding the power of sound symbolism and ease vs. motivation can help brands create strong associations in consumers' minds and boost their willingness to take action. In this episode, we explore how Wellow Compression Socks utilizes behavioral science to craft an effective name and establish a compelling brand position.

From their iconic tube shape to the innovative stackable shape, Pringles chipshave been a snacking staple in homes across America for decades. But what is the driving force behind its success? The answer lies within behavioralscience – find out how they've employed behavioral science tactics in theircatchy slogan that keep us reaching into those classic red canisters.

 Amazon has revolutionized e-commerce, and this episode dives into the behavioral science behind their success.  From one-click purchasing to Amazon Prime - discover how these features rooted in behavioral science keep customers coming back for more. 

Haagen-Dazs sounds foreign so it must be good. This episode explores how Haagen-Dazs leverages foreign branding and price relativity, turning frozen CPG into luxury and setting up positive consumer expectations.

L'Oréal Paris' famed tagline, “Because You’re Worth It” has been used by the brand for over 50 years. This episode explores how L'Oréal has used behavioral science tactics such as perceptual fluency and literal & lateral applications to boost its perception of value and popularity over the years with its consumers.

The Von Restorff Effect tells us that brands who behave like their peers are condemned to invisibility. This episode explores how Absolut leveraged this principal to create distinction within the category and turn the iconic shape of its bottle into a cultural phenomenon.

Aperol had a product attribute that made it truly distinctive in the category: the color orange. This episode explores how Aperol used this to harness the power of social proof and how marketers must create triggers with consumers to truly change their purchasing behavior. 

As Guinness looked to expand globally outside of the UK, it had a product differentiation that could have been seen as a real problem. This episode explores the Pratfall Effect, and how brands can leverage a perceived flaw and turn it into a powerful brand attribute.