Chapter
Harnessing Behavioral Science for Effective Marketing
22:14 - 29:08 (06:53)
The Generation and Zygonic effects are two tactics used in marketing to increase the memorability of an ad. The key is to use them intentionally without the audience feeling manipulated.
Clips
The distinctiveness of a brand can convey positive attributes and help it stand out from competitors.
22:14 - 23:43 (01:29)
Summary
The distinctiveness of a brand can convey positive attributes and help it stand out from competitors. By radically deviating from category norms, a brand may be perceived as having high status.
ChapterHarnessing Behavioral Science for Effective Marketing
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
The generation effect is a tactic that helps people remember and comprehend information better by requiring them to generate the information rather than passively receiving it.
23:43 - 26:04 (02:21)
Summary
The generation effect is a tactic that helps people remember and comprehend information better by requiring them to generate the information rather than passively receiving it.
ChapterHarnessing Behavioral Science for Effective Marketing
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
This podcast discusses how to creatively incorporate behavioral science into advertising by using lateral interpretations such as small puzzles instead of directly applying concepts like the generation effect.
26:04 - 27:30 (01:26)
Summary
This podcast discusses how to creatively incorporate behavioral science into advertising by using lateral interpretations such as small puzzles instead of directly applying concepts like the generation effect.
ChapterHarnessing Behavioral Science for Effective Marketing
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
This podcast episode discusses the Zygonic effect and how FBI agents use certain techniques to recruit assets based on how people learn.
27:30 - 29:08 (01:37)
Summary
This podcast episode discusses the Zygonic effect and how FBI agents use certain techniques to recruit assets based on how people learn.