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

Consumer Behavior Lab

Behavioral Science

Consumer Behavior

Marketing

Marketing Strategies

Consumer Psychology

Social Proof

Behavioral Economics

Sustainability

Incentives

New Year's Resolutions

Elizabeth Holmes

Motivation

Advertising

Peak-End Rule

Liquid Death

Costco

Emotional Connection

Illusion Of Effort

Advertising Effectiveness

Scarcity

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.

112 ratings

Publishes	Weekly	Episodes	134	Founded	4 years ago
Number of Listeners		Categories	MarketingBusiness

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Latest Episodes

Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality.

Guinness made you wait, Avis was second, VW was small. Andy Nairn and Richard unpack why owning a flaw beats hiding one, and how the same instinct led Lucky Generals to raise its own size in pitches before a prospect could ever hold it against them.

2 Sep 2026 • 58 min

YouTube

How charities can use anchoring, reciprocity, and overhead framing to boost donations

MichaelAaron and Richard explore why charity donations are especially resistant to typical marketing tactics. They unpack behavioral studies on anchoring, present preference bias, reciprocity, and overhead aversion that show small shifts in framing a... more

26 Aug 2026 • 51 min

YouTube

Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one

Courage strategist Rami Dudin joins MichaelAaron and Richard to discuss why distinctive often beats different, using SickKids' $1.3 billion fundraising turnaround, CIBC's no-fee campaign, and neobank scarcity tactics like Monzo's golden ticket to sho... more

19 Aug 2026 • 55 min • Most popular

YouTube

How small changes to choice design can help pharma brands drive better prescribing outcomes

MichaelAaron and Richard explore why half of chronic-illness patients skip their medication, and why scaring them into compliance backfires. They cover a study on avoiding bad medical news, a simple diagram that cut medication errors in half, and two... more

12 Aug 2026 • 45 min

YouTube

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Recent Guests

Michael Hallsworth

Chief Behavioral Scientist at the Behavioral Insights Team

Behavioral Insights Team

Episode: Interview: Michael Hallsworth, creator of the EAST framework, on what really changes behavior

Robert West

Professor Emeritus, University College London; expert on behavior change

University College London

Episode: Interview: Robert West, creator of the COM-B model, on the three forces behind every human behavior

Karen Nelson-Field

Global media science researcher and author

The Conversation? (as discussed in episode)

Episode: Interview: Karen Nelson-Field, author of The Attention Economy, on why not all reach is equal

Bri Williams

Founder of People Patterns; author of The Williams Behavior Book; host of Talking Talks

People Patterns

Episode: Interview: Bri Williams, behavioral scientist and founder of People Patterns, on designing customer journeys that change behavior

Thomas McKinlay

Marketing strategist, evidence advocate, founder of Science Says

Science Says

Episode: Interview: Thomas McKinlay, founder of Science Says, on cutting through marketing “snake oil” with evidence

Mark Ritson

Educator, consultant, and columnist in marketing

MiniMBA

Episode: Interview: Mark Ritson on consistency, pricing power, and the myths holding marketers back

Kevin Chesters

Marketing strategist, author, keynote speaker, co-author of The Creative Nudge

Episode: Interview: Kevin Chesters, co-author of The Creative Nudge, on why great creativity requires discomfort, not consensus

Tim den Heijer

Creative strategist and author, known for connecting behavioral science with marketing

Brain Creatives

Episode: Interview: Tim den Heijer, author of The Housefly Effect, on how friction, incentives, and context shape behavior

Jo Arden

Chief Strategy Officer at Amv Bbdo and regular contributor to Campaign Magazine.

Amv Bbdo

Episode: Interview: Jo Arden, strategist and Campaign contributor, on why hope and humor make messages stick

Hosts

Michael Aaron Flicker

Host of Behavioral Science For Brands; guides discussions with a focus on applying behavioral science to branding and marketing.

Richard Shotton

Co-host and behavioral science expert; contributes expert insights and steers discussions on behavioral science applications in branding.

Reviews

4.9 out of 5 stars from 112 ratings

Content great but sound is poor
I would love to listen to this more but the sound quality is awful and hard to listen to. Please invest in a proper mic.
Apple Podcasts
3
ELWG85
United Kingdom5 months ago
Issue with the sound
Thank you for the guests and topics, I really enjoy it, but please make something with your mic. It sounds like you’re having a podcast from 90s. It’s hard to listen sometimes
Apple Podcasts
4
zhopa26
United Kingdom5 months ago
Love this podcast!
Every episode I’ve listen to so far I’ve learned about so many behavioral science tools that I can apply and teach others about. Love the mix of examples and theory.
Apple Podcasts
5
Dr.Pickleball
United States3 years ago
Wow! So much content!
Absolutely love this podcast and hope they continue. Five episodes in and I’ve taken so many notes. I love how short and sweet the episodes are but still chock-full of content! Fantastic company examples, interesting highlights, and I love the way it’s wrapped up at the end with 2 specific takeaway points. Keep it up!
Apple Podcasts
5
bsquared719
United States3 years ago
Love this podcast!
I love this podcast and all the great content but fyi your last episode is a repeat upload from the Amazon episode posted previously. Hopefully you can get it replaced so we can listen to the correct one!
Apple Podcasts
5
mkadams
United States3 years ago

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Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Content great but sound is poor: mic quality needs improvement.

Last episode was a repeat; hope it gets replaced for fresh content.

Love the content and practical takeaways; mic quality should improve.

Love this podcast! Short but dense with actionable behavioral science tools.

Wow—too much value for five short episodes; notes are excellent and actionable.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Apple Podcasts	#13	United Kingdom/Business/Marketing
Apple Podcasts	#78	Canada/Business/Marketing
Apple Podcasts	#250	United Kingdom/Business
Apple Podcasts	#112	Australia/Business/Marketing
Apple Podcasts	#158	Italy/Business/Marketing
Apple Podcasts	#245	Germany/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

Interview: Michael Hallsworth, creator of the EAST framework, on what really changes behavior

Q: Where can listeners learn more about your work and The Hypocrisy Trap?

Direct listeners to michaelshallsworth.com and major online retailers for the book.

Interview: Karen Nelson-Field, author of The Attention Economy, on why not all reach is equal

Q: What are the primary benefits if you apply this weighted approach to media measurement?

About 70% of your ad budget could be returned as effective spend by reducing waste, improving efficiency, and aligning media mix with where attention actually happens rather than simply counting impressions.

Interview: Karen Nelson-Field, author of The Attention Economy, on why not all reach is equal

Q: If you could wave a magic wand, what preconception about media measurement would you want to erase from people's minds?

Impressions are what you should chase; in reality, time in view tells you nothing about whether someone paid attention, so impressions are a false economy and should not be the primary currency.

Interview: Thomas McKinlay, founder of Science Says, on cutting through marketing “snake oil” with evidence

Q: If you could have dinner with one behavioral scientist dead or alive, who would it be and why?

I'd choose Christophe Lemertz because he provided the aha moments about customer experience and unique research papers that reshaped how I approached marketing, making me see practical, science-backed insights I could apply on the job.

Interview: Kevin Chesters, co-author of The Creative Nudge, on why great creativity requires discomfort, not consensus

Q: How do you create better cultures of creativity?

Kevin emphasizes that leaders need to foster an environment that encourages taking risks and not stigmatizing failure, highlighting the importance of ambition and support within teams.

Audience Metrics

Listeners, social reach, demographics and more for this podcast.

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Frequently Asked Questions About This Podcast

What is This Podcast about and what kind of topics does it cover?

Two hosts explore how behavioral science shapes brand marketing, offering practical, evidence-based insights for improving messaging, pricing, placement, and customer decision-making. Episodes blend classic studies with real-world examples, showing how small behavioral tweaks can drive meaningful business results across D2C e-commerce, B2B campaigns, and media planning. A recurring strength is translating research into clear, actionable takeaways for marketers, with frequent references to framing, attention, and human judgment in the age of AI. The show often features guests and expert analyses, plus sponsor-driven agency perspectives, making it valuable for brand marketers and agency teams seeking scientifically grounded strategies.

Notew... more

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These podcasts share a similar audience with this podcast:

1. Uncensored CMO
2. Nudge
3. Marketing Against The Grain
4. AI Explored
5. Social Media Marketing Podcast

How many episodes of this podcast are there?

this podcast launched 4 years ago and published 134 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on this podcast?

Recent guests on this podcast include:

1. Michael Hallsworth
2. Robert West
3. Karen Nelson-Field
4. Bri Williams
5. Thomas McKinlay
6. Mark Ritson
7. Kevin Chesters
8. Tim den Heijer

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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