On this episode of Brainfluence, we explore how behavioral science can be utilized in both B2C and B2B marketing. Guest Nancy Harhut shares how campaigns that focus on emotional impact over product features can increase purchase intent.

Video, text, and resources: https://www.rogerdooley.com/nancy-harhut-behavioral/

We also discuss information gap theory and how marketers can use it to pique interest, availability bias, and autonomy bias. We dive into how giving people choices can increase the likelihood of a buying decision, and how the use of the word "because" can increase compliance. In addition, we cover temporal landmarks, guiding customer choice, and the importance of coming off as engaged and interested in clients' work. Join us as we dive into these fascinating behavioral science principles and their applications in marketing.

[00:00:00] Intro
[00:00:44] Acceptance of Behavioral Science in Marketing
[00:01:20] Skepticism in B2B Marketing
[00:06:04] Autonomy Bias in Marketing
[00:06:42] The Power of Choices
[00:10:05] Temporal Landmarks and Discounting
[00:12:36] Retirement Age Progression Tool
[00:14:07] Information Gap Theory
[00:18:17] Availability Bias
[00:18:53] Availability Bias
[00:21:18] Overcoming Bias in B2B Purchases
[00:24:08] Automatic Compliance Triggers
[00:24:43] The Power of "Because"
[00:25:26] The Credibility of Charts and Graphs
[00:27:39] Using Behavioral Science Principles in Marketing

Nancy Harhut is the Chief Creative Officer at HBT Marketing. She specializes in blending creative with decision science to prompt responses and has spoken at industry conferences around the world. Prior to co-founding HBT Marketing, she held senior creative management positions with Hill Holliday, Mullen, and Digitas, and has won over 175 awards for digital and direct marketing effectiveness.

In this episode of Brainfluence, host Roger Dooley interviews Sam Tatam, Global Principal and Head of Behavioral Science at Ogilvy Growth and Innovation.

Show notes, transcript & resources: https://www.rogerdooley.com/sam-tatam-evolutionary/

Tatam discusses his background in organizational and industrial psychology and advertising strategy, as well as his work at Ogilvy, where he and his team develop interventions and shape communications for some of the world's biggest brands and organizations. They also talk about Tatam's new book, Evolutionary Ideas: Unlocking Ancient Innovation to Solve Tomorrow's Challenges. The conversation covers various topics related to behavioral science and marketing interventions, including the power of quantity anchoring, the TRIZ framework, operational transparency, and the concept of choice.