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

44:11

In this episode of The Innovators & Investors Podcast, host Kristian Marquez sits down with Sid Masson, co-founder and CEO of Wokelo AI, to explore how their platform is transforming due diligence and research workflows in private equity, venture capital, consulting, and banking. Sid shares the origins of Wokelo AI, born from firsthand experience with the tedious and error-prone aspects of manual data analysis, and how their agent-driven platform automates complex data synthesis—turning scattered public and proprietary datasets into tailored, actionable insights and well-crafted deliverables. The conversation delves into the nuanced approach Wokelo takes toward risk assessment by integrating unconventional signals from social media, user reviews, and expert interviews, aiming to provide a comprehensive and balanced view beyond traditional metrics. Sid also discusses the evolution of their product from a single-feature diligence tool to a versatile, no-code platform empowering users to build customized AI agents that fit unique workflows. The episode highlights key lessons learned in product design, emphasizing founder-led UX development early on, and the strategic decisions around hybrid remote work culture to attract and retain top talent globally. Sid offers candid reflections on fundraising challenges during a tough market, the importance of investor alignment beyond capital, and how they allocate resources prioritizing rapid product innovation ahead of scaling sales and marketing. Listeners gain valuable perspectives on navigating startup growth, maintaining culture, and leveraging AI to augment—not replace—human expertise across the investment lifecycle. Sid closes with personal insights on adaptability, discipline, and continuous learning that have shaped his entrepreneurial journey, making this episode a rich resource for founders, investors, and professionals interested in the intersection of AI and private market research. For more information, visit wokelo.ai or contact Sid directly at sid@wokelo.ai. Learn more about Wokelo AI work at: https://www.wokelo.ai/ Connect with Sid Masson on LinkedIn at: https://www.linkedin.com/in/siddhantmasson/ Think you'd be a great guest on the show? Apply at https://finstratmgmt.com/innovators-investors-podcast/ Want to learn more about Kristian Marquez's work? Check out his website at https://finstratmgmt.com…

2年之前 20:37

MP3•单集首页

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.

86集单集

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

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年之前

MP3•单集首页

86集单集

#Business #Marketing #Consumer Behavior Lab

所有剧集

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

1
Interview: William Poundstone, author of Priceless, on anchoring, fairness, and the myth of “fair value” 49:29

6 hours之前49:29

49:29

In this episode, we talk with William Poundstone, author of Priceless, about how pricing psychology shapes behavior. From anchoring and fairness to flat-rate bias, we explore how marketers can use behavioral science to influence value perception and drive smarter pricing decisions.

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

1
Interview: Adam Alter, NYU marketing professor and author of Irresistible, on nine-enders, fluency, and naming that sells 54:32

7天之前54:32

54:32

This week we’re joined by Adam Alter to explore the behavioral forces that drive decision-making. From the psychology of getting unstuck to the power of fluency, labeling, and context, Adam shares practical insights for marketers looking to change minds - and behavior.

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

1
Interview: Orlando Wood, author of Lemon and Look Out, on why showmanship beats salesmanship 1:00:35

14天之前1:00:35

1:00:35

In this episode, Orlando Wood shares why today’s ads often fail to capture attention—and what brands can do about it. From the power of characters and music to the science of right-brain appeal, he reveals how to make advertising more effective, memorable, and emotionally engaging.

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

1
Hacking the Human Mind - Book Preview: Pringles 19:07

21天之前19:07

19:07

MichaelAaron and Richard open with a sneak preview of their upcoming book, Hacking the Human Mind. Next, they revisit the Pringles case study from way back in Episode 7 - a new form factor, a sticky rhyme (“once you pop…”), and the power of fluency. They also unpack skin-in-the-game incentives to favor outcomes over optics.…

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

1
How Heinz used precision and the pratfall effect to make its ketchup unforgettable 28:13

28天之前28:13

28:13

This episode dives into the behavioral science behind Heinz’s iconic brand. Discover how specificity, self-deprecating honesty, and inviting consumer participation help make Heinz ketchup more memorable, trusted, and irresistible at the table.

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

1
Interview: Nancy Harhut, author of Using Behavioral Science in Marketing, on the behavioral triggers that boost engagement 48:49

5 weeks之前48:49

48:49

This week, behavioral marketer Nancy Harhut joins the podcast to explore how science-backed tactics like social proof, cognitive fluency, and personalization can lift engagement and boost conversions. Hear how she helped brands like Nationwide drive millions in revenue by applying behavioral design.

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

1
How Klarna uses present bias and temporal reframing to make shopping feel irresistible 31:36

6 weeks之前31:36

31:36

This episode unpacks the behavioral science behind Klarna’s success. Learn how the brand uses present bias and temporal reframing to reduce friction at checkout, increase willingness to pay, and reshape how consumers perceive cost—without relying on discounts.

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

1
Hacking the Human Mind - Book Preview: Häagen-Dazs 18:50

7 weeks之前18:50

18:50

In this episode, MichaelAaron and Richard share a first look at their upcoming book Hacking the Human Mind, a guide to applying behavioral science for brand growth. Then, they revisit the Häagen-Dazs case study—exploring how foreign branding and price relativity helped transform everyday ice cream into a luxury experience that set powerful consumer expectations.…

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

1
Interview: Uri Gneezy, author of Mixed Signals, on why misaligned incentives backfire 52:34

8 weeks之前52:34

52:34

In this episode we speak with Uri Gneezy, behavioural economist and professor at the Rady School of Management at UC San Diego. Uri is the author of Mixed Signals and The Why Axis. In the episode, he explores how poorly designed incentives can backfire, why intentions don’t often match outcomes and how to overcome the common pitfalls in our thinking.…

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

1
Hacking the Human Mind - Book Preview: Dyson 29:32

9 weeks之前29:32

29:32

We’re thrilled to announce the upcoming launch of Hacking the Human Mind, A new book exploring how behavioral science powers the world’s most iconic brands. Re-watch this episode and get ready for Hacking the Human Mind, hitting shelves September 30th.

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

1
Interview: David Robson, author of The Expectation Effect, on how beliefs shape behavior 49:36

10 weeks之前49:36

49:36

In this episode we speak with David Robson, science journalist and author of The Expectation Effect. David explores how beliefs, attitudes and expectations shape our health, performance and daily experiences. He explains the fascinating science behind placebo effects, the power of mindset in influencing outcomes and the implications for behavior change messaging.…

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

1
Interview: Patrick Fagan, author of Hooked, on the behavioral shortcuts that influence what we buy 40:52

11 weeks之前40:52

40:52

In this episode we speak with Patrick Fagan, behavioral scientist and co-founder of the consultancy Capuchin Behavioral Science. Patrick is the former lead psychologist at Cambridge Analytica, author of Hooked and co-author of Free Your Mind. He shares insights into the hidden drivers of consumer behavior, how data and psychology intersect and why marketers should tap into the irrational mind.…

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

1
Interview: Phil Graves, author of Consumerology, on the hidden flaws of market research 50:58

13 weeks之前50:58

50:58

In this episode, we chat with Phil Graves, author of Consumerology. As a leading voice on the flaws of traditional market research, he explains why what customers say often differs from what they do. He also highlights the mechanisms behind purchase decisions and explores how behavioral science offers a more reliable lens for understanding real consumer behavior.…

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

1
Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work 2:26:39

15 weeks之前2:26:39

2:26:39

In this episode we sit down with Rory Sutherland, author of Alchemy. As one of advertising’s most original thinkers, he makes the case for embracing irrationality in marketing, argues why logic is overrated and explains how small shifts can lead to big behavioral effects.

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

1
Behavioral science for agencies: media planning 33:31

16 weeks之前33:31

33:31

In this episode we explore how behavioral science can be applied to media planning. We discuss the fundamental attribution error and why this suggests brands should spend less time thinking about target audiences and more time thinking about target contexts. We then look at some specific moments that brands can target – such as when people are in a good mood or when their age ends in nine.…

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

1
How Five Guys uses the illusion of effort to make their burgers taste even better 31:52

18 weeks之前31:52

31:52

In this episode, we look at the story of Five Guys and how they used behavioral science to become one of the most successful brands in the ‘better burger’ category. We identify some of the secrets to their success such as ending the experience on a high, harnessing the illusion of effort by letting dinners see into the kitchen and - perhaps most importantly of all – harnessing the power of simplicity!…

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

1
Interview: Steve Martin, author of Messengers, on the eight key traits of an effective messenger 53:33

19 weeks之前53:33

53:33

In this episode we speak with Steve Martin, co-author of Yes! 60 secrets from the science of persuasion which has sold over 1.5 m million copies. We talk to Steve about his latest work on the messenger effect and the eight traits that make a messenger influential.

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

1
How Oatly used the messenger effect to become the world's most successful milk alternative 38:22

20 weeks之前38:22

38:22

In this episode, we explore how Oatly became a billion-dollar brand by using behavioral science in clever, unexpected ways. We unpack how the launch of their Barista Edition—crafted specifically for coffee shops—tapped into the Messenger Effect, where who delivers a message matters as much as what is said. Along the way, we break down what makes a messenger truly persuasive—and how your brand can apply the same principles to win trust and grow.…

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

1
Interview: Adam Ferrier author of The Advertising Effect on why you should stop listening to your customer 51:27

21 weeks之前51:27

51:27

In this episode we speak with Adam Ferrier, founder of Australian ad agency, Thinkerbell. Adam is the author of The Advertising Effect, one of the best books on applying behavioral science to advertising. On the podcast he talks about some of the most effective Australian campaigns of the last few years and why listening to your customer creates bland advertising.…

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

1
How Everlane have harnessed the principle of fairness to grow their brand 25:40

22 weeks之前25:40

25:40

Everlane’s success has partly been driven by differentiating themselves from the rest of the fashion industry. Crucially they have reframed the competition as behaving unfairly. In this episode we look at a series of behavioral science experiments that show brands can disrupt consumer apathy if they position the competition as having behaved unfairly. We cover a range of studies by Werner Guth, Sally Blount and Richard Thaler. Most importantly we focus on the practical marketing applications.…

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

1
Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago 49:42

23 weeks之前49:42

49:42

Katy Milkman has described Ayelet Fishbach as the foremost expert on motivation in the world. In this episode we speak to Ayelet about her work and how marketers can harness it to change the behavior of their users. In a wide ranging conversation we discuss Ayelet’s research on variable rewards, the goal dilution effect and the problem with setting avoidance goals.…

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

1
How GEICO use the principle of concreteness to make memorable ads 29:04

24 weeks之前29:04

29:04

GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable? In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.…

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

1
Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant 48:17

25 weeks之前48:17

48:17

In this episode we talk with Gareth Harvey. Gareth was previously a professor of consumer psychology but now advises companies about how they can apply findings from behavioral science. In this episode he discusses some of his work with retailers showing how they can better frame special offers, use music more effectively and adjust the shopper journey.…

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

1
How Hendrick's distinctive use of nostalgia explains their marketing success 28:24

26 weeks之前28:24

28:24

In this episode we look at one of the world’s most successful gins: Hendrick’s. We explore three behavioral science principles that explain their growth: distinctiveness, consistency and nostalgia. In particular, we look at the experimental evidence from psychologists such as Von Restorff, Zajonc and Sedikides.…

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

27 weeks之前37:38

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

28 weeks之前34:16

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

29 weeks之前56:51

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

30 weeks之前49:31

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

31 weeks之前24:30

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

32 weeks之前35:43

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

33 weeks之前30:40

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

34 weeks之前1:00:04

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

35 weeks之前29:28

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

36 weeks之前36:16

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

37 weeks之前23:03

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

38 weeks之前49:01

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

39 weeks之前24:38

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

42 weeks之前27:52

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

44 weeks之前49:09

49:09

In this episode MichaelAaron and Richard sit down with Phil Barden, author of Decoded and Managing Director at DECODE Marketing. His excellent book was one of the earliest to look at how ideas from neuroscience and behavioral economics could be used to improve marketing. Phil covers how best in class brands like Apple apply these principles but also how he has personally used behavioral science in his work at T-Mobile.…

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

1
The behavioural science behind the perfect gift 29:23

46 weeks之前29:23

29:23

In this episode we look at a range of behavioral science experiments that shed light on effective gift giving. These are useful because our intuition about what receivers want is often off the mark. In particular, we cover experiments showing how spending on others is a better way for givers to boost their own happiness than spending on themselves and why receivers tend to prefer experiences rather than material gifts. While there are plenty of personal applications for these findings we also focus on the implications for brands.…

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

1
Interview: Les Binet, co-author of The Long and the Short of It, on the secrets behind effective advertising 59:24

48 weeks之前59:24

59:24

In this episode we talk with Les Binet, co-author of The Long and the Short of it about his research into effective advertising. We discuss some of his best-known findings, such as the value of emotional campaigns. But we also cover some lesser-known areas such as whether wear out is a myth, why music in ads should get more attention and finally what he calls the “dark matter of effectiveness”: price effects.…

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

1
Get Out the Vote: How behavioral science can boost voter turnout 26:54

50 weeks之前26:54

26:54

In this special episode, we discuss how behavioral science can be used to encourage voter registration and turnaround. We cover well known ideas like social proof including some of the most relevant nuances and how it’s often misused by campaigns for good. We also turn to lesser known research by Bryan on how we label behavior can have a significant effect on whether it occurs.…

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

1
How indulgence brands can benefit from moral licensing 19:02

52 weeks之前19:02

19:02

In this episode, we explore how indulgence brands like soft drinks and ice creams can use behavioral science principles. We discuss moral licensing, where people overcompensate in one area after behaving virtuously in another, and how brands like Miller and L'Oreal have applied this insight. Lastly, we examine a study by Read, showing how shoppers make different choices when picking for their current versus future selves.…

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

1
Interview: Matt Johnson, author of Blindsight, on the behavioral science lessons of Pret a Manger and Perrier 44:07

1 year之前44:07

44:07

We talk with Matt about his favorite practical examples of behavioural science being applied by brands. We cover how Pret a Manger use uncertain rewards to excite customers, how Perrier harnessed the principle of essentialism to launch in the US and why more brands should think about marketing to groups rather than individuals.…

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

1
Interview: Kate Waters, director of client strategy at ITV, on how the AA, Zoe and Spotify use behavioral science 48:10

1 year之前48:10