This Is Your Brain on Marketing [Podcast]
Behavioral science is a fascinating topic for marketers. As it turns out, just about everything we do, from lobbying for a new tool or technology to presenting data to our boss, to trying to decide where to get takeout, is rooted in behavioral science.
MarketingProfs has published a new podcast episode ‘This Is Your Brain on Marketing’ featuring Nancy Harhut.
Matt Snodgrass says, “In today’s episode, Nancy Harhut joins us to talk about how we can use behavioral science not only to help improve our marketing results but also to help. Period. Just to help.
The reality is, we’re so overstimulated that we can’t possibly interact with every single stimuli in the environment; if we did, we’d fry our neural pathways. So, we end up coasting along on autopilot much of the time, allowing ourselves to be nudged in one direction or the other. And it’s at these nudge points (my term, not Nancy’s) that marketers can have the greatest impact.
Nancy explains the automatic compliance trigger that is the word “because.” When “because” is slipped into an explanation, your brain automatically assumes a more positive posture and you’re more inclined to do the thing that’s being asked. Just because of this one simple word.
We talk about how both framing and labeling make for stronger psychological arguments and put people in better states of mind to live up to those labels. A recent study found that labeling a subset of customers as “best customers” in the marketing communications they receive actually resulted in a noticeable lift in the interactions and spend of that group”.
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