Episodes
120
Latest episode
Jun 2026
Language
EN-US
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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