Social proof and anchoring: The power of behavioural biases at work
Will Hanmer-LloydProfessionals believe they make decisions rationally but they’re as likely as anyone to be influenced by external biases, something B2B marketers can harness.
The power of costly signalling: Why you should build huge and beautiful campaigns
Will Hanmer-LloydAdvertising is like a mating ritual – impressive displays are more effective – which means consumers need to see what you’re spending on media and creative.
Sex, lies and market research: How to get more truthful survey responses
Will Hanmer-LloydExperiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
Customers will reward brands that get them in the mood
Will Hanmer-LloydExperiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
The place where your ad is seen is as important as what it says
Will Hanmer-LloydContext-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
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Context matters: Consumers judge brands by the company they keep
Will Hanmer-LloydExperiments show brand perceptions are influenced by where they are seen, so high-quality ad environments are crucial to premium brands.
Would a Patagonian toothfish by any other name taste as sweet?
Will Hanmer-LloydExperiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
Think laterally to get the most out of behavioural science
Will Hanmer-LloydSubtle signals can create positive perceptions of your products, without needing to hammer home their benefits in less trusted advertising messages.
For product claims, three is the magic number
Will Hanmer-LloydExperiments show making just one claim makes that message more effective, but three is the optimum number for driving product preference.
Scarcity is the secret sauce behind everything from Wordle to the McRib
Will Hanmer-LloydLike many products before it, Wordle has driven desire by limiting its volume – something all marketers should feel confident to try out.
Laughing all the way to the bank: Three ways humour helps brands sell
Will Hanmer-LloydReceived wisdom is that humour doesn’t help brands sell their products, but the evidence says the opposite when brands know how to use it effectively.
Three ways to convince rejecters of the value of your offer
Will Hanmer-LloydConfirmation bias makes it difficult to persuade people who don’t want to change, but experimental evidence shows three effective ways to overcome this.
At a loss with pricing? Try applying behavioural science
Will Hanmer-LloydA good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
Convince consumers your product tastes good before you tell them it’s healthy
Will Hanmer-LloydConsumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Making your copy more concrete will boost ad recall
Will Hanmer-LloydConcrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.