Interview: Thomas McKinlay, on Cutting Through Marketing “Snake Oil” With Evidence

Why It Matters

By grounding marketing decisions in vetted research, brands can avoid costly hype, improve ROI, and stay ahead of competitors who rely on unverified shortcuts.

Key Takeaways

• Science Says curates 10,000+ papers for actionable marketing insights.
• Marketing gurus often sell unverified tactics; evidence cuts through hype.
• Short video ads (<10 seconds) boost traffic by 40%.
• Mirrors in waiting areas reduce perceived wait time, increasing satisfaction.
• AI chatbots are susceptible to human persuasion principles, doubling compliance.

Summary

In this episode of Behavioral Science for Brands, host Michael Aaron Flicker and Richard Shton sit down with Thomas McKinley, founder of Science Says, to discuss how marketers can cut through the flood of "snake‑oil" advice by relying on peer‑reviewed research. McKinley explains that over 10,000 academic papers are published each year on marketing, psychology, and behavioral science, yet most practitioners lack the time, money, or expertise to sift through them. Science Says bridges that gap with a curated newsletter, consultancy projects, and a growing community of more than 30,000 subscribers who receive distilled, actionable insights.

McKinley highlights several data‑driven findings that challenge conventional wisdom. A recent study shows that video ads under ten seconds generate 40% more website traffic, a simple rule that eliminates costly A/B testing. In a hospitality case study, placing a mirror in a spa waiting room shortens perceived wait times, boosting customer satisfaction with a minimal investment. He also shares a surprising experiment where applying classic persuasion principles to AI chatbots more than doubled their compliance, underscoring that even machine‑learning systems inherit human biases.

Memorable moments include McKinley’s Warren Buffett‑inspired caution—"never ask your barber if you need a haircut"—and his anecdote about a professor who sparked his career by exposing obscure research on customer experience. He also recounts a Wharton collaboration that tested reciprocity, authority, and scarcity on AI agents, producing both humorous and alarming results. These stories illustrate the power of transparent methodology and the importance of questioning data sources, whether they come from tech giants or academic journals.

For marketers, the takeaway is clear: evidence‑based tactics can replace guesswork, reduce wasted spend, and deliver measurable lifts. Simple, low‑cost interventions—like trimming ad length or adding a mirror—can yield outsized returns, while a disciplined approach to data prevents the allure of inflated platform claims. Embracing a scientific mindset equips brands to navigate an increasingly noisy landscape and make decisions that are both rational and profitable.

Original Description

In this episode, we interview Thomas McKinlay, founder of the Science Says newsletter, about what biases can be applied in ecommerce decisions. Thomas walks us through lots of evidence-based insights, like where to place prices, how charging a small fee is better than giving something for free, and why online retailers should handwrite thank you notes.