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

Scarcity

Brand Distinctiveness

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.

107 ratings

Publishes	Weekly	Episodes	120	Founded	4 years ago
Number of Listeners		Categories	BusinessMarketing

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Latest Episodes

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 messenger... more

10 Jun 2026 • 46 min • Most popular

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 ... more

3 Jun 2026 • 43 min

YouTube

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 en... more

28 May 2026 • 33 min

YouTube

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 s... more

20 May 2026 • 1 hr 2 min

YouTube

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Recent Guests

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

Susan Weinschenk

Behavioral scientist, writer, and speaker

TeamW

Episode: Interview: Susan Weinschenk, author of 100 Things Every Designer Needs to Know About People, on the psychology behind effective user experience

Hosts

Michael Aaron Flicker

Host with long-running involvement in behavioral science for brands and consumer behavior research.

Richard Shotton

Co-host and behavioral science expert contributing depth on consumer behavior and marketing science.

Richard Shelton

Co-host providing expert insights and practical framing for campaigns.

Reviews

4.9 out of 5 stars from 107 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 Kingdom2 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 Kingdom3 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.

Listeners applaud how packed with practical frameworks the episodes are.

Sound quality has been a recurring complaint for some episodes.

Guests and topics are consistently engaging and evidence-based.

Episodes are short but content-rich, with clear takeaways.

Chart Rankings

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

Apple Podcasts	#158	United States/Business/Marketing
Apple Podcasts	#48	United Kingdom/Business/Marketing
Apple Podcasts	#235	Canada/Business/Marketing
Apple Podcasts	#130	Italy/Business/Marketing
Apple Podcasts	#200	Australia/Business/Marketing
Apple Podcasts	#17	India/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

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.

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

Q: What can people do to avoid rushing due to time pressure?

Kevin suggests prioritizing tasks correctly and understanding that creativity often requires time, urging not to settle for the first plausible answer.

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?

This show centers on applying behavioral science to real-world marketing and brand strategy, with a practical, case-study approach. Episodes frequently dissect campaigns, pricing, promotions, and media decisions through behavioral concepts like present bias, social proof, attention, and framing, often linking theories to measurable business outcomes. Notable strengths include short, content-packed formats, concrete takeaways, and a clear emphasis on actionable frameworks for both B2C and B2B marketing. A recurring edge is the combination of rigorous academic ideas with accessible storytelling and industry anecdotes, plus sponsor-backed tools and methods that organizers frequently reference to ground discussions in practice.

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Which podcasts are similar to this podcast?

These podcasts share a similar audience with this podcast:

1. Nudge
2. Uncensored CMO
3. The Diary Of A CEO with Steven Bartlett
4. The CMO Podcast
5. Marketing Against The Grain

How many episodes of this podcast are there?

this podcast launched 4 years ago and published 120 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. Robert West
2. Karen Nelson-Field
3. Bri Williams
4. Thomas McKinlay
5. Mark Ritson
6. Kevin Chesters
7. Tim den Heijer
8. Jo Arden

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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