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.
It’s good to offer consumers choice, but not too much
Will Hanmer-LloydPeople value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
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Consumers think better of a product when they see the work that goes in
Will Hanmer-LloydThe ‘labour illusion’ means consumers perceive good products more favourably when they’re aware of the effort put in – but it also makes bad products look worse.
Marketers should think more about handbrakes than accelerators
Will Hanmer-LloydMarketers spend most of their time encouraging proactive behaviour change, but it’s much more effective to remove the physical and psychological barriers that block it.
Three steps to creating consumer habits
Will Hanmer-LloydBuying habits aren’t formed overnight, but they can be created through systematic application of cues, rewards and repeat behaviour.