The 4 P's of Marketing: Pricing
In this episode of Behavioral Science for Brands, hosts Michael Aaron Flicker and Richard Shotton explore the "price" pillar of the marketing mix, highlighting how pricing signals brand quality and can dramatically influence consumer perception and sales. They discuss key behavioral studies—including Dan Ariely’s placebo‑price experiment, a charity donation timing study by Anna Bremen, and a snack‑choice study by Reed & Van Leeuwen—to illustrate that higher prices can boost perceived efficacy, delayed costs increase willingness to pay, and framing timing affects choices. The hosts argue that marketers should actively test price increases before resorting to discounts and consider how price communication and timing shape both new and repeat buyer behavior. Their expertise blends academic research with real‑world consulting anecdotes to provide actionable pricing insights.
Interview: Nick Chater on the Illusion of Stable Preferences and How Decisions Are Shaped in the Moment
In this episode of Behavioral Science for Brands, hosts Michael Aaron Flicker and Richard Shotton explore how pricing influences consumer perception and behavior, drawing on academic research. They discuss Dan Ariely’s study showing that higher price tags increase the perceived...
The Four P's of Marketing: Promotion
In this episode of Behavioral Science for Brands, hosts Michael Aaron Flicker and Richard Shorten explore the "Promotion" pillar of the classic four P's of marketing, emphasizing how language shapes consumer perception. They discuss classic studies—from Loftus and Palmer’s verb‑choice...
Interview: Karen Nelson-Field, Author of The Attention Economy, on Why Not All Reach Is Equal
In this episode, Dr. Karen Nelson‑Field explains why traditional media metrics like impressions and time‑in‑view are misleading, arguing that not all reach is equal because they don’t reflect actual human attention. She describes her biometric research that shows a large...
Awarded Campaigns: How Procell Reframed the True Cost of Cheap Batteries to Win B2B Buyers
In this episode of Behavioral Science for Brands, Michael Aaron Flicker and Richard Shelton dissect ProCell’s award‑winning B2B campaign that reframed cheap batteries as a hidden cost rather than a low‑price win. The creative team used humor—personifying wasted labor with...
Awarded Campaigns: Lucky Yatra, on How a Ticket-Lottery Turned Fare Dodgers Into Paying Passengers
In this episode of Behavioral Science for Brands, Michael Aaron Flicker and Richard Shilton dissect the "Lucky Yatra" campaign by Indian Railways and FCB India, which turned ticket serial numbers into a daily lottery to incentivize fare payment. They explain...
Interview: Mark Ritson on Consistency, Pricing Power, and the Myths Holding Marketers Back
In this episode Mark Ritson, a marketing professor and founder of the MiniMBA, discusses the often‑underestimated power of consistency in brand communication and how it drives long‑term growth. He introduces his "Bothism" framework, urging marketers to blend seemingly opposing strategies...