Recommended listening this week.
Hidden Brain – Doing it the hard way
Psychological insight: Given a choice, people tend to take an easier option i.e. people avoid unnecessary effort. However, Professor Michael Inzlicht explains that there is an ‘effort paradox’: despite a preference for the easy option, effortful experiences are more meaningful in the long run. The IKEA effect for example, demonstrates the value people place in their own efforts.
Spotify: https://open.spotify.com/episode/1DpY48GWBKOBC8m1mBbYZt?si=adiwqLhTQc6hVd0aTyeyHQ
Apple: https://podcasts.apple.com/us/podcast/doing-it-the-hard-way/id1028908750?i=1000713137613
Uncensored CMO – Brand isn’t dead
Psychological insight: This is such an entertaining conversation with Jon and Peter from Evidenza. The point about the importance of ‘a brand’ for long-term engagement is really important. People remember a brand, even if they are not in the market for your product or service right now (i.e. the 95:5 Ehrenberg-Bass rule). Evidenza’s approach to market research – using an AI-generated market is also fascinating!
Spotify: https://open.spotify.com/episode/38qDawSreKul8n7p726a0X?si=HnUmyuQbTg-3qm-ekr9HIw
Nudge – The greatest ad ever made
Psychological insight: Will Storr (author of The Science of Storytelling) discusses the famous Apple’s 1984 advert, directed by Ridley Scott. Two reasons why this advert was so successful? One – it identified with concerns about the risks of new technology. Two – people identified with the story.
Spotify: https://open.spotify.com/episode/5cenCpSMK0IuWcSLuNQeky?si=DhZUfna7QzOUE4NJs8NxKg
Photo by C D-X on Unsplash
