Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Published by Consumer Behavior Lab
Business
Marketing
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.
Why 95% of companies stall on AI, and the behavioral science that fixes it
MichaelAaron and Richard unpack a new Behavioral Insights Team report on why most companies fail to get employees using AI, covering how social proof lifts adoption, why removing small points of friction beats motivational pitches, and why framing AI as something to lose outperforms framing it as a gain.
Inside Influence: Live with Dr. Robert Cialdini
In this special finale to the Inside Influence series, MichaelAaron and Richard are joined by Dr. Robert Cialdini to revisit the principles behind his landmark book Influence . Together, they explore ethical persuasion, authority, AI, and the practical behavioral insights that continue to shape effective marketing
Inside Influence Part 3: How Cialdini’s Principles of Consistency and Unity Shape Modern Marketing
In part three of the Inside Influence series, Richard Shotton and MichaelAaron Flicker explore Cialdini’s principles of commitment, consistency, and unity - revealing how small commitments, shared identity, and group belonging can dramatically shape persuasion and behavior.
Inside Influence Part 2: How Cialdini’s Principles of Social Proof, Scarcity, and Authority Shape Consumer Behavior
In part two of the Inside Influence series, Richard Shotton and MichaelAaron Flicker unpack Cialdini’s principles of social proof, authority, and scarcity - exploring the psychology behind popularity, trust, exclusivity, and why small shifts in perception can dramatically change consumer behavior.
Inside Influence Part 1: How Cialdini’s Principles of Reciprocity and Likability Drive Consumer Action
This week, MichaelAaron and Richard kick off their miniseries “Inside Influence” on Robert Cialdini’s classic book Influence. They unpack the principles of reciprocity and liking, exploring how gifts increase spending, why similarity builds trust, and how brands can ethically shape persuasion and behavior.
How behavioral science reveals what traditional market research misses
In this episode, MichaelAaron and Richard challenge some of marketing’s biggest assumptions about consumer research. They explore why people often can’t explain their own decisions, why A/B tests outperform surveys, and how observing real behavior leads to stronger insights and better marketing decisions.
Interview: Richard Chataway, author of The Behavior Business, on why every business is in the business of behavior
In this episode, we speak with Richard Chataway, founder of Communication Science Group and author of The Behaviour Business. Richard reveals how he used behavioral science to help people quit smoking, why diversity has both a moral and commercial justification, and how interacting with AI changes our behavior.
How AI is influencing marketing and why human judgment still matters
In this episode, MichaelAaron and Richard explore the intersection of artificial intelligence and behavioral science. They discuss why AI amplifies good and bad thinking alike, how overreliance can weaken judgment, why creativity risks becoming more uniform, and how understanding human behavior remains a critical advantage in the age of AI.
How e-commerce brands use behavioral science to increase perceived value
In this episode, MichaelAaron and Richard explore how behavioral science can improve e-commerce performance. From why perfect reviews reduce trust to how scarcity boosts value perception, they unpack practical ways brands can increase conversion, reduce friction, and shape buying decisions online.
Interview: Michael Hallsworth, creator of the EAST framework, on what really changes behavior
In this episode, MichaelAaron and Richard sit down with behavioral scientist Michael Hallsworth, co-creator of the EAST framework and author of The Hypocrisy Trap. They explore behavior change, social influence, hypocrisy, and why relatable messengers, simple interventions, and context matter more than most marketers realize.
Behavioral Science for Agencies: Strategy
In this episode, MichaelAaron Flicker and Richard Shotton explore how agencies can use behavioral science to build stronger brand strategies. From the mere-exposure effect to the halo effect and goal dilution, they unpack why consistency, focus, and clear communication often outperform complexity and constant reinvention.
The 4 P's of Marketing: Place
In this episode, the fourth and final installment in a miniseries on the 4 Ps of Marketing, MichaelAaron Flicker and Richard Shotton explore how behavioral science shapes “place.” From making products easier to access to using scarcity and premium environments to influence perception, they unpack why distribution is far more powerful than most marketers realize.
Interview: Robert West, creator of the COM-B model, on the three forces behind every human behavior
In this episode, MichaelAaron and Richard sit down with behavioral scientist Robert West, creator of the COM-B model, to explore the three forces behind every human behavior: capability, opportunity, and motivation. They discuss why behavior change so often fails, how environments shape decisions more than we realize, and how businesses and governments can design more effective interventions.
The 4 P's of Marketing: Product
In this episode, part three of a miniseries on the 4 Ps of Marketing, MichaelAaron and Richard explore how behavioral science shapes product design. From optimal newness to visible social proof and sensory cues, they show how small design choices can dramatically influence perception, appeal, and willingness to pay.
Awarded Campaigns: How Specsavers used humor and consistency to become one of the UK’s most effective brands
In this episode, MichaelAaron and Richard unpack how Specsavers turned a simple joke into one of the UK’s most effective campaigns. By combining humor, consistency, and behavioral science, they show how the brand captured attention, avoided fear-based messaging, and built lasting trust and growth.
The 4 P's of Marketing: Pricing
In part two of our miniseries on the 4 Ps of Marketing, MichaelAaron and Richard explore how behavioral science can improve pricing decisions. They discuss how price signals quality, why delaying costs boosts uptake, how fairness shapes willingness to pay, and how framing upgrades as small differentials can increase conversion.
Interview: Nick Chater on the illusion of stable preferences and how decisions are shaped in the moment
In this episode, MichaelAaron Flicker and Richard Shotton speak with Nick Chater about the “flat mind” theory and what it means for marketers. They discuss why people improvise decisions in the moment, how context shapes behavior, and why simple cues can be more powerful than deep persuasion.
The 4 P's of Marketing: Promotion
In this episode, MichaelAaron and Richard explore how behavioral science can strengthen the promotion pillar of the four Ps. They cover the power of language framing, why admitting the right flaw can increase credibility, and how the “but you are free” technique boosts compliance without pressure.
Interview: Karen Nelson-Field, author of The Attention Economy, on why not all reach is equal
In this episode, MichaelAaron Flicker and Richard Shotton speak with Karen Nelson-Field about why attention has become one of the most important metrics in modern advertising. They explore how attention differs from reach, what drives it across channels, and how brands can plan media more effectively by focusing on real human engagement.
Awarded Campaigns: How DP World changed global shipping by questioning a hidden assumption
MichaelAaron Flicker and Richard Shotton unpack how DP World helped shift a global shipping standard that no one had questioned for nearly a century. By challenging status quo bias and rallying competitors around a shared change from −18°C to −15°C, the campaign cut emissions, reduced costs, and reshaped an entire industry.
Producer's note
Steal the structure. Not the show.
Keep the useful structure, then change the audience, point of view, and voice until the idea is unmistakably yours.
