How De Beers used anchoring to create perhaps the world’s most successful ad

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

#Business #Marketing #Consumer Behavior Lab

32:17

Jay is more than just the host of All About Change podcast. He is a lawyer and international activist, who has focused his life’s work on seeking social justice by advocating for the rights of people with disabilities worldwide. On the special episode of All About Change, Mijon Zulu, the managing producer of the "All About Change" podcast, is taking over hosting duties to interview Jay Ruderman about his new book, his activist journey, and why activism is even more important today. Episode Chapters (0:00) intro (02:38) How does one choose a cause to go after? (03:33) Jay’s path to activism (07:50) Practical steps a new activist can take (09:24) Confrontation vs trolling (17:36) Learning from activists operating in different sectors (19:20) Resilience in activism (22:24) Reflections on Find Your Fight and goodbye For video episodes, watch on www.youtube.com/@therudermanfamilyfoundation Stay in touch: X: @JayRuderman | @RudermanFdn LinkedIn: Jay Ruderman | Ruderman Family Foundation Instagram: All About Change Podcast | Ruderman Family Foundation To learn more about the podcast, visit https://allaboutchangepodcast.com/ Looking for more insights into the world of activism? Be sure to check out Jay’s brand new book, Find Your Fight , in which Jay teaches the next generation of activists and advocates how to step up and bring about lasting change. You can find Find Your Fight wherever you buy your books, and you can learn more about it at www.jayruderman.com .…

2 роки тому 20:37

MP3•Головна епізоду

In this episode, we explore the success of De Beers' marketing campaign for diamond
engagement rings, highlighting the power of linguistic quirkiness, the influence of
anchoring on consumer behavior, and the relevance of behavioral science in shaping
even significant purchasing decisions.

62 епізодів

How De Beers used anchoring to create perhaps the world’s most successful ad

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

published 2 роки тому

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MP3•Головна епізоду

62 епізодів

#Business #Marketing #Consumer Behavior Lab

Alle episoder

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Melina Palmer, author of What your Customer Wants and Can't Tell You 37:38

4 дні тому37:38

37:38

In this interview, we catch up with Melina Palmer who has released a new book: The Truth About Pricing. She discusses how brands like Hermes and Costco have applied principles from behavioral science. We cover ideas like scarcity, reciprocity and the importance of in groups.

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C 34:16

11 днів тому34:16

34:16

In this episode, we discuss how behavioural biases can be applied by brands in a B2B setting. In particular, we look at how Zoom credibly used social proof in their earliest days and the evidence that suggests this works well in a professional setting. We also cover the principle of make it easy and the evidence of this occurring in B2B. Finally, we discuss why, if behavioural science is so effective, it so rarely used by B2B marketers.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Charles Spence, author of Gastrophysics, on the science of taste appeal 56:51

18 днів тому56:51

56:51

In this week's episode, we chat with Charles Spence—Oxford professor, author of Gastrophysics, and the world’s leading expert on how our senses work together to shape flavor. We discuss how brands are leveraging sensory cues to make their products more appealing, and discover practical insights for anyone who wants to understand the power of taste beyond the plate.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Nir Eyal, author of Hooked, on how to form lasting habits 49:31

25 днів тому49:31

49:31

In this episode we talk with Nir Eyal, author of Hooked, and one of the world's leading experts on the topic of habits. His work is of particular interest as his focus is on how brands (rather than individuals) can create habits. Nir walks us through the four elements of his model and gives lots of practical advice on what marketers can do differently.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
How using humor helped Aviation gin laugh all the way to the bank 24:30

5 weeks тому24:30

24:30

In this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why humor is such an effective (but underused) tool for brands. We cover work by Nisbett on the halo effect that shows if a brand improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being perceived as trustworthy or modern.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science 35:43

6 weeks тому35:43

35:43

In this episode we talk with Roger Dooley author of Brainfluence. In a wide-ranging conversation, we start by covering the importance of focusing on making whatever behaviour you want to encourage as easy as possible. Then we move on to the importance of experimentation and how brands can work out which, of the many behavioural biases that have been discovered, they should prioritize.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
How Eleven Madison Park applied the peak-end rule to become the best restaurant in the world 30:40

7 weeks тому30:40

30:40

In this episode we look at the rise of Eleven Madison Park to become the most critically acclaimed restaurant in the world. In particular we focus on their legendary customer service and how they used techniques like the peak-end rule to enhance diner’s memory of the visit. The lessons are relevant for all brands - not just those involved with fine dining.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability 1:00:04

8 weeks тому1:00:04

1:00:04

In this episode we sit down with Sarah Carter and discuss how marketers can best use behavioural science. We focus on using behavioural science for good, whether that’s encouraging people to eat veg, take the train or practice safe sex. During a wide-ranging conversation with one of ad land’s brightest luminaries we cover biases from the ostrich effect to social proof, reframing to the illusion of control.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
How Kraft kept their healthier product secret to avoid the problem of expectation assimilation 29:28

9 weeks тому29:28

29:28

In this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations. Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Todd Rogers, Harvard psychologist and author of Writing for Busy Readers, on the psychology of great copywriting 36:16

10 weeks тому36:16

36:16

In this episode Richard interviewed Harvard professor Todd Rogers. Todd’s experiments apply behavioral science principles to copywriting to make it more effective. In this discussion we cover Todd’s key findings, such as the proven value of brevity, simple language, and designing for easy navigation. The episode is full of simple tactics that you’ll be able to apply immediately to your writing.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
How Pret a Manger harnessed variable rewards to recover from the pandemic 23:03

11 weeks тому23:03

23:03

In this episode, we look at the success of Pret a Manger – especially how they managed to recover so strongly after the pandemic, despite increasing numbers of office workers staying at home. We look at two main biases that they have successfully harnessed: the sunk cost effect and the power of variable rewards…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations 49:01

12 weeks тому49:01

49:01

We talk with Seth about how to best understand people's motivations and why direct questioning sometimes fails. We cover ideas like the illusion of effort, the curse of knowledge and how to respond when different datasets give conflicting answers.

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
The replication crisis: How to avoid basing your marketing on bogus findings 24:38

13 weeks тому24:38

24:38

In this episode, we discuss the replication crisis. By that we mean, when academics have re-run some behavioural science studies, they have found different results to the original experiment thereby invalidating it. We cover some of the most famous studies that need to be avoided and how you can have confidence in the findings that you’re applying.…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
How to change habitual customer behaviour in the New Year 27:52

16 weeks тому27:52

27:52

In this episode we return to the question of how to break old consumer habits and build new ones. We cover four new studies, each of which has practical implications for brands. We begin by looking at when people are open to changing their behavior and discuss the fresh start effect and the destabilizing effect of life events. We then turn to the behavioral science of building new habits and look at the foot in the door technique and the perennial question - how long does it take to form a new habit?…

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

1
Interview: Phil Barden, author of Decoded, on how to apply neuroscience to marketing 49:09

18 weeks тому49:09