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*********************** The Psychology of Lying *********************** ​Listen now ( https://a7046da1.click.kit-mail3.com/38udp8pq5zhkh2gk3n7brh4ml6r6zh7hrlg42/vqh3hrhoredlzeag/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Warning, you’ll hear a lie in this episode. You won’t be told it’s a lie. And 29% of those who listen probably won’t spot the lie. But if you listen till the end, you’ll learn the proven tips to spot lies like these. Today on Nudge, Professor Richard Wiseman explains: * How to spot a liar * What makes someone lucky * If we’re really separated by six connections * And why enlarged pupils made men buy books ​Listen Now → ( https://a7046da1.click.kit-mail3.com/38udp8pq5zhkh2gk3n7brh4ml6r6zh7hrlg42/vqh3hrhoredlzeag/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/38udp8pq5zhkh2gk3n7brh4ml6r6zh7hrlg42/vqh3hrhoredlzeag/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/38udp8pq5zhkh2gk3n7brh4ml6r6zh7hrlg42/l2hehmhl76ze8rb6/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) Today's sources: ​ DePaulo, B. M., & Morris, W. L. (2004). Discerning lies from truths: Behavioural cues to deception and the indirect pathway of intuition. In P. A. ​ Granhag & L. A. Strömwall (Eds.), The detection of deception in forensic contexts (pp. 15–40). Cambridge University Press. ​ The Global Deception Research Team. (2006). A world of lies. Journal of Cross-Cultural Psychology, 37(1), 60–74. ​ Milgram, S. (1967). The small-world problem. Psychology Today, 1, 61–67. ​ Stewart, J. E., II. (1980). Defendant’s attractiveness as a factor in the outcome of criminal trials: An observational study. Journal of Applied Social Psychology, 10(4), 348–361. ​ Vrij, A. (2000). Detecting lies and deceit: The psychology of lying and the implications for professional practice. John Wiley & Sons. ​ Wiseman, R. (1995). The Megalab truth test. Nature, 373, 391. ​ Wiseman, R. (2003, June 4). It really is a small world that we live in. The Daily Telegraph, p. 16. ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/38udp8pq5zhkh2gk3n7brh4ml6r6zh7hrlg42/m2h7h5h3zm7vdwhm/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/38udp8pq5zhkh2gk3n7brh4ml6r6zh7hrlg42/dpheh0hen8mvldtm/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/38udp8pq5zhkh2gk3n7brh4ml6r6zh7hrlg42 )

******************** Associative Learning ******************** ​Read online ( https://a7046da1.click.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp/kkhmh6hnvl3mn6tl/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ I'm reading The Expectation Effect ( https://a7046da1.click.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp/58hvh7hg2mz7g7a6/aHR0cHM6Ly9hbXpuLnRvLzRjMGRkbUI= ). On page 52¹, there's a story that every marketer should read: The surgeon John Noland Mackenzie was among the first to test a negative expectation effect in medicine. ​ Working at Baltimore's Eye, Ear and Throat Charity Hospital in the 1880s, he examined a 32-year-old woman with severe asthma and hay fever. ​ When exposed to pollen, her nose and eyes would run and her throat would itch so badly she felt she must "tear [it] out with her nails." ​ On the worst occasions she suffered hour-long sneezing fits, spent much of the summer in bed, and couldn't keep flowers in the house. ​ Something about the woman's descriptions led Mackenzie to question whether pollen was really the cause. ​ He acquired an artificial rose "of such exquisite workmanship that it presented a perfect counterfeit of the original," carefully wiped every leaf and petal, then revealed it from behind a screen mid-consultation. ​ Within a minute, her voice was hoarse, her nose blocked, and she had the irresistible urge to sneeze. Her nose and throat were visibly red and swollen. ​ Once Mackenzie revealed the rose was fake, she had to inspect it closely before she believed him. On her next visit, she buried her nose in a bunch of real roses without a single sneeze. ​ This story exposes associative learning. We become conditioned to thinking a product, service (or rose) will deliver a certain output. For example, we associate the following: * Expensive wine = higher quality. * Family-run business = more trustworthy. * Supermarket own-brand = lower quality. * A slow website = cheap. * A heavy product = better built. But marketers can hack into this. Take this hot sauce from the states... ​ The General's Hot Sauce probably tastes hotter because it's served in a grenade. People globally associate a grenade with explosives. Which is why hot sauce served in a grenade shell tastes spicier. Charles Spence² writes about associative learning in Sensehacking. He explains how loud cars really do seem like they're driving faster. One 2011 study found that participants thought a louder car was driving 10% faster than a quieter car travelling at the exact same speed. We associate noise with speed. And grenades with power. The General's Hot Sauce could spend thousands of pounds tracking down even hotter chillis, or they could simply put their sauce in a grenade. Both have the same effect. What did you think of today's newsletter? ​Phill ( https://a7046da1.click.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp/25h2hoh3w2ed3nf3/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ P.S. I've created a free psychology of pricing course ( https://a7046da1.click.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp/qvh8h7hdpr0ndecl/aHR0cHM6Ly9udWRnZS5raXQuY29tL3ByaWNpbmctY291cnNl ). It covers everything I know about pricing. As you're a subscriber, you can get access instantly. ¹Robson, D. (2022). The expectation effect: How your mindset can transform your life. Canongate Books. ​ ²Spence, C. (2021). Sensehacking: How to use the power of your senses for happier, healthier living. Viking. As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp/g3hnh5hmw3kpmrfr/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp/9qhzhnhdrpl9dwa9/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp/3ohphkh3g7nz3gar/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/wvuk2m2g8obghk6e3npb7hnd63970i8hqvowp )

****************** The Placebo Effect ****************** ​Listen now ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n/z2hghnhexr2xg7ip/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ There's a pill on Amazon called Fukitol. It contains nothing. And yet people buy it, swear by it, and give it five stars. Today, Nir Eyal explains the remarkable science behind why placebos work. ​Listen Now → ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n/z2hghnhexr2xg7ip/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n/z2hghnhexr2xg7ip/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 ) Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n/p8heh9h4o5wov5uq/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. Here's your exclusive link to today's bonus episode ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n/x0hph6he0dv0glt5/aHR0cHM6Ly9vbi5zb3VuZGNsb3VkLmNvbS9xNm1yd0loZzRla2loRlhpOUw= ). Thank you for being a subscriber! Today's sources: ​ Ariel, G., & Saville, W. (1972). Anabolic steroids: The physiological effects of placebos. Medicine and Science in Sports and Exercise, 4(2), 124–126. ​ Branthwaite, A., & Cooper, P. (1981). Analgesic effects of branding in treatment of headaches. British Medical Journal (Clinical Research Ed.), 282(6276), 1576–1578. ​ Dawkins, L., Shahzad, F. Z., Ahmed, S. S., & Edmonds, C. J. (2011). Expectation of having consumed caffeine can improve performance and mood. Appetite, 57(3), 597–600. ​ Draganich, C., & Erdal, K. (2014). Placebo sleep affects cognitive functioning. Journal of Experimental Psychology: Learning, Memory, and Cognition, 40(3), 857–864. ​ Kaptchuk, T. J. (2018). Open-label placebo: Reflections on a research agenda. Perspectives in Biology and Medicine, 61(3), 311–334. ​ Lee, C., Linkenauger, S. A., Bakdash, J. Z., Joy-Gaba, J. A., & Profitt, D. R. (2011). Putting like a pro: The role of positive contagion in golf performance and perception. PLoS One, 6(10), e26016. ​ Plassmann, H., O'Doherty, J., Shiv, B., & Rangel, A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. Proceedings of the National Academy of Sciences, 105(3), 1050–1054. ​ Richter, C. P. (1957). On the phenomenon of sudden death in animals and man. Psychosomatic Medicine, 19(3), 191–198. ​ Rozenkrantz, L., Mayo, A. E., Ilan, T., Hart, Y., Noy, L., & Alon, U. (2017). Placebo can enhance creativity. PLoS One, 12, e0182466. ​ Wager, T. D., Rilling, J. K., Smith, E. E., Sokolik, A., Casey, K. L., Davidson, R. J., et al. (2004). Placebo-induced changes in fMRI in the anticipation and experience of pain. Science, 303(5661), 1162–1167. ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n/dpheh0henw9n37cm/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n/e0hph7h7ow3oxkt8/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/zluogmgpzdtnhkx6eqeiphwlzvre0c6hx083n )

************************ The Mere Exposure Effect ************************ ​Read online ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/9qhzhnhdr6v5wmu9/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ Take a look at this image. What do you see? Taken from Robson's brilliant book The Expectation Effect¹ This is a real image, but it's bleached and poor quality. Chances are, you can't spot what this is. Have another look. Spotted anything? I imagine it's still a no. However, if I tell you to look for a cow, you might see the image differently. As Robson¹ writes: Something somehow “clicks,” and the image suddenly makes a lot more sense. Let's try another example (also from Robson's book ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/3ohphkh3g25pm5hr/aHR0cHM6Ly9hbXpuLnRvLzRzbWY2M1E= )). What do you see in the image below? (Spend at least 7 seconds looking). Page 13 of The Expectation Effect¹ When I first saw this image, I found it impossible to make out the character. But if you see the original image (here ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/n2hohvhv0x97qzu6/aHR0cHM6Ly9lbmNyeXB0ZWQtdGJuMS5nc3RhdGljLmNvbS9pbWFnZXM_cT10Ym4lM0FBTmQ5R2NSZkZuX1NlVWw1ZnljX0FYdHBpM1AtMHA0aDBtZmdUQy1HcTZCZkRzNjA0b20zazlMbg== )), it suddenly becomes a lot clearer Robson writes: That’s your brain’s updated predictions making sense of the mess. Once you’ve seen the original, it’s almost impossible to believe that you were ever confused by the unclear image. This simple test shows the power of an important bias; the mere exposure effect. --------------------- The power of exposure --------------------- Zajonc² in 1969 demonstrated that repeated exposure to stimuli increases liking and preference. In his studies, participants rated unfamiliar Turkish words more favourably simply because they had seen them more often even without any additional information or context about what the words meant. ​ And brands have known this for decades. Coca-Cola spends billions advertising a product you already know. Not to inform you. Simply to expose you. ​ McDonald's golden arches are more recognisable than the Christian cross. Not because they're beautiful. Because you've seen them ten thousand times. ​ Familiarity breeds likeability. You'll never unsee the dog and cow in those pictures because your brain will remember the initial exposure. On a much larger scale, McDonald's and Coca-Cola do the same. Except they don't show you their brand once; they aim for multiple exposures a day, 365 days a year. No wonder it's almost impossible to compete with them. The mere exposure effect is one of 85 principles you'll find in the Nudge Vaults. ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/48hvhehm8pdxlxbx/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS92YXVsdHM= )​ In fact, Nudge Vaults ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/wnh2hghq6k207lc7/aHR0cHM6Ly9wcmV2aWV3LmtpdC1tYWlsMy5jb20vY2xpY2svZHBoZWgwaHpobS9hSFIwY0hNNkx5OXdjbVYyYVdWM0xtTnZiblpsY25ScmFYUXRiV0ZwYkRJdVkyOXRMMk5zYVdOckwyUndhR1ZvTUdoNmFHMHZZVWhTTUdOSVRUWk1lVGt6WkROamRXSnVWbXRhTWxaM1lqSlNhbGxZVGpCTWJVNTJZbE01TWxsWVZuTmtTRTA5 ) subscribers can use VaultsGPT to apply this principle to their work: ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/48hvhehm8pdxlxbx/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS92YXVsdHM= ) Get access right now → ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/48hvhehm8pdxlxbx/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS92YXVsdHM= )​ Or you can preview your first 50 insights for free ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/wnh2hghq6k207lc7/aHR0cHM6Ly9wcmV2aWV3LmtpdC1tYWlsMy5jb20vY2xpY2svZHBoZWgwaHpobS9hSFIwY0hNNkx5OXdjbVYyYVdWM0xtTnZiblpsY25ScmFYUXRiV0ZwYkRJdVkyOXRMMk5zYVdOckwyUndhR1ZvTUdoNmFHMHZZVWhTTUdOSVRUWk1lVGt6WkROamRXSnVWbXRhTWxaM1lqSlNhbGxZVGpCTWJVNTJZbE01TWxsWVZuTmtTRTA5 ) → ​Phill ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/reh8hohmz3l6dpu2/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ P.S. I talk about the Nudge Vaults every week because I want to benefit from the mere exposure effect. Sorry for influencing you in this way (but I hope it works). ¹Robson, D. (2022). The expectation effect: How your mindset can transform your life. Canongate Books. ​ ²Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt. 2), 1–27. As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/08hwh9h2r96le8bl/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/8ghqhohon26rnefk/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5/vqh3hrhorv9wrxtg/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/68uoegemzrt8h5exlvpcohp460m7ec9h7orl5 )

******************************* Featuring Prof. Richard Wiseman ******************************* ​Listen now ( https://a7046da1.click.kit-mail3.com/e5ulp4po8qs7hlo74z4b8h859mokrclh2n4z8/9qhzhnhdw72wv0t9/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Professor Richard Wiseman wanted to discover the world’s #1 chat-up line. But in doing so, he discovered several secrets behind human psychology. On today’s Nudge he covers: * Why councils shouldn’t pay people to sweep litter * How a saleswoman doubled her likeability * The picture Richard uses to never lose his wallet * And the #1 chat-up line ​Listen Now → ( https://a7046da1.click.kit-mail3.com/e5ulp4po8qs7hlo74z4b8h859mokrclh2n4z8/9qhzhnhdw72wv0t9/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/e5ulp4po8qs7hlo74z4b8h859mokrclh2n4z8/9qhzhnhdw72wv0t9/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/e5ulp4po8qs7hlo74z4b8h859mokrclh2n4z8/3ohphkh3mwdm5msr/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) Today's sources: ​ Aronson, E., Willerman, B., & Floyd, J. (1966). The effect of a pratfall on increasing interpersonal attractiveness. Psychonomic Science, 4, 227–228. ​ Hornstein, H. A., Fisch, E., & Holmes, M. (1968). Influence of a model’s feeling about his behavior and his relevance as a comparison on other observers’ helping behavior. Journal of Personality and Social Psychology, 10(3), 222–226. ​ Kohn, A. (1993). Punished by rewards: The trouble with gold stars, incentive plans, A’s, praise, and other bribes. Boston: Houghton Mifflin. ​ Lepper, M. R., Greene, D., & Nisbett, R. E. (1973). Undermining children’s intrinsic interest with extrinsic reward: A test of the “overjustification” hypothesis. Journal of Personality and Social Psychology, 28, 129–137. ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/e5ulp4po8qs7hlo74z4b8h859mokrclh2n4z8/n2hohvhvqdoq90f6/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/e5ulp4po8qs7hlo74z4b8h859mokrclh2n4z8/48hvhehmlo2ldesx/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/e5ulp4po8qs7hlo74z4b8h859mokrclh2n4z8 )

****************** The Authority Bias ****************** ​Read online ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/3ohphkh3mk9pzpcr/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ Here are some not-so-surprising stats. 20% of trades on the stock market are from brokers copying other profitable brokers¹. 60% of traders say they started trading by copying expert online². But do these financial experts really know more than the rest of us? That's what Richard Wiseman looked at in his great book, Quirkology ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/n2hohvhvql57rlu6/aHR0cHM6Ly9hbXpuLnRvLzRyYnhQeEo= ). ------------------ Investors vs Chimp ------------------ Back in 1994, a Swedish newspaper ran a light-hearted experiment. The newspaper gave $1,250 each to five experienced investors and a chimpanzee named Ola. The experienced investors used their wisdom and experience to pick the best stocks. Ola selected stocks by throwing darts at companies listed on the Stockholm Exchange. Unfortunately I couldn't find an image from the study, but the WSJ did draw this lovely recreation. Wiseman writes that: After a month, the newspaper compared the profits and losses made by each competitor: Ola had outperformed the financial wizards. The Wall Street Journal ran a similar test: four investors each pick a stock, while four others are chosen using a dartboard. After six months, the returns are compared. The dartboard often performs better and almost always beats at least one or two of the experts. Which begs the question. Why do so many traders still copy others? Well, it's due to the authority bias. We feel an urge to follow the actions of high-authority others. In the book Free Your Mind ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/48hvhehml7qxg3cx/aHR0cHM6Ly9hbXpuLnRvLzRhVGxVMWU= ), Patrick Fagan shares a study on the bias. It found that letters from a dentist's office saw a 54% return rate when signed by the dentist, but only 18% when signed by the dentist's secretary. ​ In other words, we heed advice from those in power, which is unfortunate, because often their advice is as good as an ape's. The authority bias is one of 85 nudges you'll find in the Nudge Vaults. ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/wnh2hghq7lv0gza7/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS92YXVsdHM= )​ In fact, inside the Nudge Vaults ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/08hwh9h2epwlqoal/aHR0cHM6Ly9wcmV2aWV3LmtpdC1tYWlsMy5jb20vY2xpY2svZHBoZWgwaHpobS9hSFIwY0hNNkx5OXdjbVYyYVdWM0xtTnZiblpsY25ScmFYUXRiV0ZwYkRJdVkyOXRMMk5zYVdOckwyUndhR1ZvTUdoNmFHMHZZVWhTTUdOSVRUWk1lVGt6WkROamRXSnVWbXRhTWxaM1lqSlNhbGxZVGpCTWJVNTJZbE01TWxsWVZuTmtTRTA5 ) you'll find 11 more insights specifically about that bias. ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/wnh2hghq7lv0gza7/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS92YXVsdHM= ) I should add that the Vaults contain research from Stanford, Harvard, Oxford University and LSE*. Why not sign up today? Or you can preview your first 50 insights for free ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/08hwh9h2epwlqoal/aHR0cHM6Ly9wcmV2aWV3LmtpdC1tYWlsMy5jb20vY2xpY2svZHBoZWgwaHpobS9hSFIwY0hNNkx5OXdjbVYyYVdWM0xtTnZiblpsY25ScmFYUXRiV0ZwYkRJdVkyOXRMMk5zYVdOckwyUndhR1ZvTUdoNmFHMHZZVWhTTUdOSVRUWk1lVGt6WkROamRXSnVWbXRhTWxaM1lqSlNhbGxZVGpCTWJVNTJZbE01TWxsWVZuTmtTRTA5 ) → ​Phill ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/vqh3hrho0q3w84fg/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹The Trading View. (2025, January 14). Exclusive: Copy trading brings up to 20% trading volume for CFDs brokers. Finance Magnates. https://www.tradingview.com/news/financemagnates%3A23817be87094b%3A0-exclusive-copy-trading-brings-up-to-20-trading-volume-for-cfds-brokers/ ​ ²Mitra, P. (2024, May 3). One in six regular retail investors and traders are copy traders, study finds. Funds Europe. https://funds-europe.com/one-in-six-regular-retail-investors-and-traders-are-copy-traders-study-finds/ ​ ³Associated Press. (1993, September 9). Chimp makes chumps of analysts. Los Angeles Times. https://www.latimes.com/archives/la-xpm-1993-09-09-fi-33156-story.html ​ *Yes, that's a very blatant use of the authority bias. I hope it worked. As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/dpheh0he62wpr7um/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/e0hph7h7vdwr5ks8/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np/owhkhqhw90lq5wfv/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/k0upm3mo4gu6h5v8mwmulhop7l8vob8hg58np )

************************************ The Psychology of Pricing in 24 Mins ************************************ ​Listen now ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n/e0hph7h7vgz9rpu8/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ I get a lot of questions about pricing. Should I start with our most expensive item first? Should I use precise prices instead of rounded ones when negotiating? Should I name competitors when comparing prices? Today, with pricing expert Dr Markus Husemann-Kopetzky, we work through eight different psychological pricing tips in just 24 minutes. ​Listen Now → ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n/e0hph7h7vgz9rpu8/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n/e0hph7h7vgz9rpu8/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n/7qh7h8h9l7evn6bz/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. As a Nudge Newsletter subscriber, you can access the bonus episode here ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n/owhkhqhw9ve3qnsv/aHR0cHM6Ly9vbi5zb3VuZGNsb3VkLmNvbS85YnpKSnl2NkFDSWhjYk1kSzg= ). Today's sources: ​ Bertini, M., & Wathieu, L. (2008). Research note—Attention arousal through price partitioning. Marketing Science, 27(2), 236–246. ​ Bolton, L. E., Warlop, L., & Alba, J. W. (2003). Consumer perceptions of price (un)fairness. Journal of Consumer Research, 29(4), 474–491. ​ Janiszewski, C., & Uy, D. (2008). Precision of the anchor influences the amount of adjustment. Psychological Science, 19(2), 121–127. ​ Kim, H. M., & Kramer, T. (2006). The moderating effects of need for cognition and cognitive effort on responses to multi‐dimensional prices. Journal of Marketing Research. ​ Krishnan, B. C., Biswas, A., & Netemeyer, R. G. (2006). Semantic cues in reference price advertisements: The moderating role of cue concreteness. Journal of Retailing, 82(2), 95–104. ​ Suk, K., Lee, J., & Lichtenstein, D. R. (2012). The influence of price presentation order on consumer choice. Journal of Marketing Research, 49(5), 708–717. ​ Thomas, M., Simon, D. H., & Kadiyali, V. (2010). The price precision effect: Evidence from laboratory and market data. Marketing Science, 29(1), 175–190. ​ Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131. ​ Wansink, B., Kent, R. J., & Hoch, S. J. (1998). An anchoring and adjustment model of purchase quantity decisions. Journal of Marketing Research, 35(1), 71–81. ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n/z2hghnhe6vz9lrap/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n/p8heh9h460ekqlhq/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/zluogmgpzdtnhkx760kiphwg9wg6dt6hx083n )

**************** The Faith Effect **************** ​Read online ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/kkhmh6hnwvg2xgfl/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ Watch an England football match and you'll see a lot of praying. Madueke, Toney, Guehi, Rashford and Saka from left to right. How many players are religious? Well, the evidence is thin. The Telegraph¹ confirms that at least four players are openly Christian. And Woman Alive² (a slightly less reputable source) claims as many as 50% of the team follow a god—higher than the UK average. Regardless of the true number, if you watch England, you'll see a lot of praying. Far more than you'd typically see in most normal professions (I'm yet to see my accountant praise the holy spirit for filing my tax return). But could this faith actually help the players? That's what Nir Eyal explores in his latest book, Beyond Belief. ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/58hvh7hgx2po6vt6/aHR0cHM6Ly9hbXpuLnRvLzQwOUlSWmU= ) ---------------- Does Faith Help? ---------------- Back in 2005, 84 college students³ prepared for a simple but painful task: place a hand in icy water and keep it there until the pain became unbearable. This is AI-generated; I couldn't find any pictures from the study. Weeks earlier, each student had been trained in one of three coping methods. * Group one practised physical relaxation. * Another repeated secular phrase like “I am content” or “I am joyful". * The third used spiritual phrases such as “God is peace", “God is joy", or “God is love", with substitutes like “Mother Earth” or “the universe” allowed for the faithless. All 84 participants practised daily for two weeks. On test day, each repeated their technique for 20 minutes, then submerged their hand in the icy bath while researchers recorded their reactions. I asked the AI to show the participants in pain, but it appears one is laughing—sorry. The results were clear. The spiritual group kept their hands in the water nearly twice as long as the others. ​ All groups reported similar pain levels, but those repeating spiritually meaningful phrases showed greater endurance and reported feeling calmer, less anxious, and happier. Even participants who replaced “God” with personally meaningful terms experienced the same benefits. Faith, due to whatever reason (placebo or otherwise), seems to improve performance. Perhaps England manager Thomas Tuchel should pick players on their prayers, not penalties. Looking for a sales newsletter backed by real data? The Science of Scaling ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/g3hnh5hm9w7oqoar/aHR0cHM6Ly9zY2llbmNlb2ZzY2FsaW5nLmNvL3N1YnNjcmliZS1wYXJ0bmVyc2hpcD91dG1fY2FtcGFpZ249cGFydG5lcnNoaXBzJnV0bV9jb250ZW50PWNyb3NzX3Byb21vJnV0bV9tZWRpdW09ZW1haWwmdXRtX3NvdXJjZT1udWRnZSZ1dG1fdGVybT0yMDI2 ) newsletter surveys 300+ sales leaders every week and turns their answers into role-specific plays you can use immediately. ​Join and get your first issue today → ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/g3hnh5hm9w7oqoar/aHR0cHM6Ly9zY2llbmNlb2ZzY2FsaW5nLmNvL3N1YnNjcmliZS1wYXJ0bmVyc2hpcD91dG1fY2FtcGFpZ249cGFydG5lcnNoaXBzJnV0bV9jb250ZW50PWNyb3NzX3Byb21vJnV0bV9tZWRpdW09ZW1haWwmdXRtX3NvdXJjZT1udWRnZSZ1dG1fdGVybT0yMDI2 )​ ​ I hope you enjoyed today's newsletter. ​Phill ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/wnh2hghq769v0qc7/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Morgan, T. (2024, July 12). ‘God has my back on the pitch’: How Christianity is helping England’s Euro 2024 ‘God squad’ including Saka, Guehi, Toney and Eze. The Telegraph. https://www.telegraph.co.uk/football/2024/07/12/england-euro-2024-god-squad-saka-guehi-toney-eze/ ​ ²Windle, L. (2022, November 29). I Googled all 26 members of the World Cup England squad to find out if they were Christians and here's what I learned. Woman Alive. https://www.womanalive.co.uk/opinion/i-googled-all-26-members-of-the-world-cup-england-squad-to-find-out-if-they-were-christians-and-heres-what-i-learned/14385.article ​ ³Wachholtz, A. B., & Pargament, K. I. (2005). Is spirituality a critical ingredient of meditation? Comparing the effects of spiritual meditation, secular meditation, and relaxation on spiritual, psychological, cardiac, and pain outcomes. Journal of Behavioral Medicine, 28(4), 369–384. As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/vqh3hrho0r23wmug/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/e0hph7h7vo9wrgc8/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6/x0hph6he208dqmi5/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/xmulpzped3s6hp0r2wnh5h2d3xv3vfnhvxkl6 )

***************** The Peak-End Rule ***************** ​Listen now ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e/owhkhqhw95mrdmsv/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Most restaurants have a major problem. Paying the bill. Give the bill too early, and the customer feels rushed. Too late, and they feel ignored. To solve this problem (and many more), Will Guidara turned to behavioural science. And his solution helped his restaurant become the world’s best. ​Listen Now → ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e/owhkhqhw95mrdmsv/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e/owhkhqhw95mrdmsv/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e/z2hghnhe6023xqcp/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. As a Nudge Newsletter subscriber, you get instant access to Will's bonus episode! Listen here → ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e/p8heh9h468wzoqbq/aHR0cHM6Ly9vbi5zb3VuZGNsb3VkLmNvbS94MXI0YUdnV2NwNWwxck15MFM= )​ Today's sources: ​ Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological Science, 4(6), 401–405. ​ Shotton, R. (2023). The illusion of choice: 16½ psychological biases that influence what we buy. Harriman House. ​ Strohmetz, D. B., Rind, B., Fisher, R., & Lynn, M. (2002). Sweetening the till: The use of candy to increase restaurant tipping. Journal of Applied Social Psychology, 32(2), 300–309. ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e/x0hph6he2xvw04a5/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e/6qheh8hlr087e4uo/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/lmupezerq6umhn2d9wnf6h8venz6xigh8wo2e )

******************** Disrupt Then Reframe ******************** ​Read online ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/48hvhehml68229hx/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ In his fantastic book 59 Seconds ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/wnh2hghq7x6oovc7/aHR0cHM6Ly9hbXpuLnRvLzRhZmZhTW4= ), Richard Wiseman¹ explains the “disrupt, then reframe” approach. The tactic briefly jolts someone out of autopilot with something unexpected, then follows with a straightforward request. In several experiments, researchers went door to door selling notepads for charity. The salesman would either say: 1️⃣ “They sell for $3. It’s a bargain.” 2️⃣ Or, they would introduce a small disruption: “They sell for 300 pennies — that’s $3. It’s a bargain.” That minor, surprising twist nearly doubled sales. ​ It reminds me of the precise number effect. Here giving a specific rather than rounded number is more believable. For instance, in a 2022 Richard Shotton³ study with 282 consumers, participants were shown Sierra Nevada Pale Ale priced at $18.99 for 12 bottles. Half were also told this equated to $1.58 per bottle. Among those shown the per-unit cost, 28.6% said it was good or very good value — more than double the 13.7% who only saw the total price. ​ ​ This is known as the specific number bias. Inside the Nudge Vaults ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/reh8hohmdwz55ei2/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWJuVmtaMlZ3YjJSallYTjBMbU52YlM5MllYVnNkSE09 ) you'll find 11 more insights specifically about this bias. ​ I should add the Vaults cost just 0.16p per insight (that's a bargain). Or you can preview your first 50 insights for free ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/reh8hohmdwz55ei2/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWJuVmtaMlZ3YjJSallYTjBMbU52YlM5MllYVnNkSE09 ) → But, of course, you're free to refuse. ​Phill ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/08hwh9h2egr777bl/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Wiseman, R. (2009). 59 seconds: Think a little, change a lot. Pan Macmillan. ​ ²Davis, B. P., and Knowles, E. S. (1999). A disruptthen-reframe technique of social influence. Journal of Personality and Social Psychology, 76(2), 192-199. ​ ³Shotton, R., & Flicker, M. A. (2025). Hacking the human mind: The behavioral science secrets behind 17 of the world’s best brands. Harriman House. As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/8ghqhohodqn55gtk/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/vqh3hrho0erkkpcg/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8/l2hehmhl267kkls6/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/8kupq6q2nvuoh2dmd6nbkhkgx5x3pi3hmn9q8 )

************************ The Scottish Tea Scandal ************************ ​Listen now ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e/wnh2hghq7rw4egf7/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ In 2015, the media became obsessed with one man’s attempts to grow tea in the Scottish Highlands. The BBC profiled him on the One Show. Radio reporters flocked to interview him. Even the Chinese national news agency reported his work. Tam O’Braan (as he was then known) was the first to ever sell Scottish tea, and the press went wild. Fornum and Mason bought his tea leaves. The Dorchester created a new Scottish tea-tasting menu. Barack Obama reportedly tried his tea, and the Queen loved it. Tam’s business started bringing in hundreds of thousands of pounds. But soon his lies began to unravel. Today, with Jaega Wise, we tell the story of the Scottish tea scandal. We explain how Tam O’Brann fooled the world and the psychology behind why so many customers believed him. ​Listen Now → ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e/wnh2hghq7rw4egf7/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e/wnh2hghq7rw4egf7/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ This episode took me two months from conception to completion. I hope you enjoy it as much as I do. — Phill ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e/reh8hohmdq07gnt2/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. If you enjoyed this episode, please do leave a review. It's especially easy to do on Spotify ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e/08hwh9h2emdx3nbl/aHR0cHM6Ly9vcGVuLnNwb3RpZnkuY29tL3Nob3cvMHpwT2xkRTlZTU5ZTjFRaUw3RUJmUw== ) now (you can even leave me a comment, which I'll respond to!). Today's sources: ​ Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19–41. ​ Langer, E. J., Blank, A., & Chanowitz, B. (1978). The mindlessness of ostensibly thoughtful action: The role of “placebic” information in interpersonal interaction. Journal of Personality and Social Psychology, 36(6), 635–642. ​ Mackie, D. M., Worth, L. T., & Asuncion, A. G. (1990). Processing of persuasive in-group messages. Journal of Personality and Social Psychology, 58(5), 812–822. ​ Maier, L., Schreier, M., Baccarella, C. V., & Voigt, K.-I. (2023). University knowledge inside: How and when university–industry collaborations make new products more attractive to consumers. Journal of Marketing. ​ Peterson, R. A., Kim, Y., & Jeong, J. (2019). Out-of-stock, sold out, or unavailable? Framing a product outage in online retailing. Journal of Marketing Theory and Practice. ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e/8ghqhohodgl3mzik/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e/vqh3hrho0np4z0fg/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/lmupezerq6umhn22d36i6h8vp6l6lfgh8wo2e )

****************** Sharing Weaknesses ****************** ​Read online ( https://a7046da1.click.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl/25h2hoh39e2wqlt3/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ In the 1970s, researchers Jones and Gordon¹ from Duke University played people a recording of a man (really a stooge) talking about his life. ​ During the tape the man explained he had not completed a school semester because he had been caught cheating and had been expelled. The researchers edited the tape so that: 1️⃣ Half of the participants heard this bombshell toward the beginning 2️⃣ Half of the participants heard it toward the end. ​ Did the timing of the weakness change perception? Yes. Dramatically. According to Richard Wiseman²: "When the cheating was mentioned toward the start of the tape, the man appeared far more likeable than when it was mentioned toward the end." ​ There's evidence that this occurs with court cases too. Lawyers are judged as having a stronger case³ when they acknowledge a weakness in their argument at the start of a trial. And many smart brands leverage the same bias. They share their weakness upfront. * Avis – “We’re No. 2. We try harder.” * Marmite – “Love it or hate it.” * Buckley’s – “It tastes awful. And it works.” * Guinness – “Good things come to those who wait.” * Listerine — “The taste you hate. Twice a day.” * Stella Artois — “Reassuringly expensive.” * KFC — “FCK. We’re sorry.” ​ So, if you have a weakeness and it's bound to come out. Don't hide it. Present it first. Interested in more marketing ideas? The fantastic team at Alt Marketing School ( https://a7046da1.click.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl/3ohphkh3mn7gklbr/aHR0cHM6Ly9hbXNjaG9vbC5jbGljay9udWRnZS1wb2RjYXN0 ) runs a brilliant newsletter sharing quick marketing wins, campaign deep dives, and tactics you can actually use. It's one of the few marketing emails that consistently teaches something useful. ​Subscribe today → ( https://a7046da1.click.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl/3ohphkh3mn7gklbr/aHR0cHM6Ly9hbXNjaG9vbC5jbGljay9udWRnZS1wb2RjYXN0 )​ Cheers for reading! ​Phill ( https://a7046da1.click.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl/wnh2hghq73w6l0f7/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ P.S. I'm publishing my favourite podcast episode of the year on Monday—don't miss it. ¹Jones, E. E., & Gordon, E. M. (1972). Timing of self-disclosure and its effects on personal attraction. Journal of Personality and Social Psychology, 24(3), 358–365. ​ ²Wiseman, R. (2009). 59 seconds: Think a little, change a lot. Pan Macmillan. ​ ³Williams, K. D., Bourgeois, M. J., & Croyle, R. T. (1993). The effects of stealing thunder in criminal and civil trials. Law and Human Behavior, 17, 597-609.​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl/08hwh9h2ekdrp4bl/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl/l2hehmhl2z37p0a6/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl/dpheh0he6m0nxkim/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/d0ukeveg2lb0ho6d2gvcmhz25v02oblhnvpkl )

************************ Unreasonable Hospitality ************************ ​Listen now ( https://a7046da1.click.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5/dpheh0he6owerwsm/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Will Guidara is the co-founder and restaurateur behind the world’s best restaurant. But Will’s not a standard restaurateur. He didn’t just focus on creating the best food. He used psychology and behavioural science to build the best experience. Listen to learn how his restaurant became #1 by using anchoring, reciprocity and many more psych principles. ​Listen Now → ( https://a7046da1.click.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5/dpheh0he6owerwsm/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5/dpheh0he6owerwsm/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5/7qh7h8h9l6p934fz/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. As a Nudge Newsletter subscriber, you get instant access to today's bonus episode! Listen here → ( https://a7046da1.click.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5/owhkhqhw96lw54cv/aHR0cHM6Ly9vbi5zb3VuZGNsb3VkLmNvbS94MXI0YUdnV2NwNWwxck15MFM= )​ Today's sources: ​ Mukherjee, A., Smith, R. J., & Burton, S. (2021). The effect of positive anticipatory utility on product pre-order evaluations and choices. Journal of the Academy of Marketing Science, 51, 551–569. ​ Pariyadath, V., & Eagleman, D. M. (2007). The effect of predictability on subjective duration. PLOS ONE, 2(11), e1264. ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5/p8heh9h4625484cq/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5/kkhmh6hnw52n44tl/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/p9u9eweg05h9h26g56rfqhp02knn7frhmp8g5 )

************** Mystery Effect ************** ​Read online ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/58hvh7hgxp0enks6/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ I submit a gas and electricity reading every month. Not because I'm diligent or disciplined. But because my supplier (Octopus Energy) nudges me to do so. Every time I leave a gas reading, they let me spin a wheel to win a potential reward. Most suppliers just ask for a reading (left). Octopus offer a chance to win (right). I've shared this before, but I haven't shared much evidence as to why it works. So, take a look at these images from a 2022 study¹. ​ Which would you pick? My mock-ups (but the concept is the same) Researchers Buchel and Li experimented with two different ice cream stores: ​ 1️⃣ Where customers could pick a bestseller (chocolate, strawberry or salted caramel) ​ 2️⃣ Customers will be randomly chosen one of 10 flavours (could be chocolate, lemon, coconut etc.) ​ In pre-testing, 80% of people said chocolate, strawberry or salted caramel was their favourite flavour, so you'd expect that option to be preferred. ​ It wasn't. ​ 𝐓𝐡𝐞 𝐦𝐚𝐣𝐨𝐫𝐢𝐭𝐲 𝐩𝐢𝐜𝐤𝐞𝐝 𝐭𝐡𝐞 𝐦𝐲𝐬𝐭𝐞𝐫𝐲 𝐬𝐮𝐫𝐩𝐫𝐢𝐬𝐞 over the firm choice. We're drawn towards mystery and surprise. And on a recent episode of Nudge, I covered how HelloFresh used this principle to grow. Listen here ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/g3hnh5hm97nvlgtr/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1L2VwaXNvZGUvTnpNMVpEUmhOMkV0WlRWaE5pMHhNV1l3TFRnMlpERXRZMlkxWVRKaE1EVmhaVEUz ). Inside the Nudge Vaults ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/n2hohvhvqwgdx0t6/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWJuVmtaMlZ3YjJSallYTjBMbU52YlM5MllYVnNkSE09 ) you'll find 499 insights, backed by peer-reviewed papers. Specifically, there are four insights on the curiosity gap (the principle used above). The Vaults highlights insights you can use to improve your marketing. You can even preview your first 50 insights for free ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/n2hohvhvqwgdx0t6/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWJuVmtaMlZ3YjJSallYTjBMbU52YlM5MllYVnNkSE09 ) → ​Phill ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/reh8hohmd9783gu2/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Buechel, E., & Li, R. (2022). Mysterious consumption: Preference for horizontal (vs. vertical) uncertainty and the role of surprise. Journal of Consumer Research, 49(6), 987–1004.. ​ ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/8ghqhohode3427fk/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/l2hehmhl254gngc6/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0/dpheh0he6zk3k4hm/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/0vu9wmw487h9h9ed7k4tlhv83mzexhnhxlqn0 )

************************* The Psychology of Pricing ************************* ​Listen now ( https://a7046da1.click.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom/reh8hohm46r3nvt2/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Do nine-ending prices really work? Will £9.99 sell more than £10.00? Can it be used for high-quality products? What about hedonic products? Can it be used on speed limits? For years this debate has raged on. But today on Nudge, I speak with pricing expert Dr Markus Husemann-Kopetzky to settle the argument. ​Listen Now → ( https://a7046da1.click.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom/reh8hohm46r3nvt2/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom/reh8hohm46r3nvt2/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom/8ghqhohozrv2k5hk/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. Today's episode features my favourite news clip of all time ( https://a7046da1.click.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom/m2h7h5h3v4pqw3hm/aHR0cHM6Ly93d3cueW91dHViZS5jb20vd2F0Y2g_dj03UWlyNEVFcGF3RQ== ). Today's sources: ​ ​ Gendall, P. (1998). Estimating the effect of odd pricing. Journal of Product & Brand Management, 7(5), 421–432. ​ Husemann-Kopetzky, M. (2018). Handbook on the psychology of pricing: 100+ effects on persuasion and influence every entrepreneur, marketer and pricing manager needs to know. Independently published. ​ ITN Archive. (2022, November 28). “I will not accept that it’s a highly dangerous road” (1988) [Video]. YouTube. ​ Kim, J., Novemsky, N., & Dhar, R. (2013). Adding small differences can increase similarity and choice. Psychological Science, 24(2), 176–182. ​ Nunes, J. C., & Park, C. W. (2003). Incommensurate resources: Not just more of the same. Journal of Marketing Research, 40(1), 26–38. ​ Rubinstein, A., & Yee, V. (2020). The left-digit bias: When and why are consumers penny wise and pound foolish? Journal of Marketing Research, 57(3), 467–485. ​ Schindler, R. M., & Kibarian, T. M. (1996). Increased consumer sales response through use of 99-ending prices. Journal of Retailing, 72(2), 187–199. ​ Shotton, R. (2018). The choice factory: 25 behavioural biases that influence what we buy. Harriman House. ​ Suwelack, T., Hogreve, J., & Hoyer, W. D. (2011). Understanding money-back guarantees: Cognitive, affective, and behavioral effects. Journal of Retailing, 87(4), 462–478. ​ Wadhwa, M., & Zhang, K. (2015). This number just feels right: The impact of roundedness of price numbers on product evaluations. Journal of Consumer Research, 41 ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom/e0hph7h76rgl54h8/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom/owhkhqhwpqv65xiv/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/n4u3odo4mxsvhxq523eh6h6wrdwz3ulh7wnom )

************************** Long-Term Goals = Success? ************************** ​Read online ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/dpheh0hev9nv0ncm/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ You've probably heard of the “Yale Goal Study". Here's the study. In 1953, researchers interviewed Yale’s graduating class. They asked a simple question: “Have you written down your goals for life?” Twenty years later, they tracked the same students down. And discovered something dramatic. Just 3% had written specific goals. And that 3% had built more personal wealth than the other 97% combined. ​ It’s a perfect self-help story, with a simple lesson. Make long-term specific goals and you'll achieve success. It gets quoted in seminars. Repeated in books. Shared in LinkedIn posts. There’s just one small problem... It never happened. In 1996, Fast Company writer Lawrence Tabak¹ tried to track down the original research. He contacted authors who had cited it. He reached out to the secretary of Yale’s Class of 1953. He spoke with researchers who had gone looking before him. There was no evidence the study ever existed. It's one of the most popular findings for self-help gurus. Yet it's entirely fictitious. Writing down your long-term specific goals is definitely useful, but don't be fooled into thinking it'll guarantee you financial success. So, are there reliable evidence-backed insights you can use? Yes, in the Nudge Vaults ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/e0hph7h763o60gs8/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS92YXVsdHM= ). Looking for an AI newsletter that cuts through the hype? The Mindstream ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/x0hph6heov0owmi5/aHR0cHM6Ly93d3cubWluZHN0cmVhbS5uZXdzL3N1YnNjcmliZT91dG1fY2FtcGFpZ249cGFydG5lcnNoaXAmdXRtX21lZGl1bT1jcm9zc19wcm9tbyZ1dG1fc291cmNlPW51ZGdlJnV0bV90ZXJtPTIwMjY= ) newsletter explains, analyses, and gives you the signal, offering news and insights that turn rapid change into clear understanding. ​Join 200,000+ readers and subscribe today ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/x0hph6heov0owmi5/aHR0cHM6Ly93d3cubWluZHN0cmVhbS5uZXdzL3N1YnNjcmliZT91dG1fY2FtcGFpZ249cGFydG5lcnNoaXAmdXRtX21lZGl1bT1jcm9zc19wcm9tbyZ1dG1fc291cmNlPW51ZGdlJnV0bV90ZXJtPTIwMjY= ) → Thanks for reading, ​Phill ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/kkhmh6hnr0vrngul/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Tabak, L. (1996). If your goal is success, don't consult the gurus. Fast Company. ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/qvh8h7hdzmpzdvil/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/3ohphkh305g03dsr/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm/wnh2hghqn26nqqh7/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/qdug858mlwt7h4w4wp4alh8dxgnovc4h46vpm )

******************* The Chimp Whisperer ******************* ​Listen now ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/owhkhqhwp9g34phv/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Today on Nudge, Professor Katie Slocombe shares how chimpanzees handle power, build alliances, and jostle for status in their troop. It’s the first time on Nudge that we’ve looked at the primate roots of leadership and influence, with plenty of insight into how we humans behave at work (and everywhere else). Don’t miss it. ​Listen Now → ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/owhkhqhwp9g34phv/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/owhkhqhwp9g34phv/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/p8heh9h4m6gk9ohq/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. Don't forget I'm talking about the exact strategy I used to grow Nudge at Uplift-Live ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/6qheh8hlzrnvp8ho/aHR0cHM6Ly91cGxpZnQtbGl2ZS5jb20v ) on March 26th in Birmingham. Use code NUDGE to get £50 off. ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/6qheh8hlzrnvp8ho/aHR0cHM6Ly91cGxpZnQtbGl2ZS5jb20v )​ Today's sources: ​ Slocombe, K. E., & Zuberbühler, K. (2007). Chimpanzees modify recruitment screams as a function of audience composition. Proceedings of the National Academy of Sciences of the United States of America, 104(43), 17228–17233. ​ Slocombe, K. E., Waller, B. M., & Liebal, K. (2011). The language void: The need for multimodality in primate communication research. Animal Behaviour, 81(5), 919–924. ​ ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/58hvh7hgqxkp56s6/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8/g3hnh5hmr967evir/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/8kupq6q2nvuoh2z84llbkhkg8g0k4f3hmn9q8 )

****************** Commitment Devices ****************** ​Read online ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n/08hwh9h2vndk64sl/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ Often we plan to do something and don't. Donating blood, going on a run, watching that webinar. We want to, but forget. This drives marketers insane. People sign up for their events—but no one comes. Katy Milkman, a brilliant professor at the Wharton School at the University of Pennsylvania, found a solution¹. She used a commitment device. Milkman and her colleagues teamed up with a large American utility firm to see if they could prompt more of the company's 3,300 employees most at risk of influenza-related complications to go and get the flu jab. 50% of eligible employees received a reminder letter about the upcoming times for vaccination clinics. It looked like this. Just a mock-up image. Not the real letter from the study. The remaining 50% received a very similar letter but were prompted to make a very simple plan. Here's how this letter looked: ​ In addition to the dates and times of the clinics, this group were encouraged to fill in the date and time they would go to the clinic. This small change led to a 13% increase in the number of people who showed up. Getting someone to commit makes them more likely to act. * Gyms ask members to write the day and time of their first workout. * Dentists add a “I’ll attend on: ___ at ___” box to confirmations. * SaaS trials prompt users to book their first setup session. * Retailers let customers pick when they’ll use a gift card. Which reminds me, when will you subscribe to the Nudge Vaults? Inside the Nudge Vaults ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n/vqh3hrholmpdz2hg/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWJuVmtaMlZ3YjJSallYTjBMbU52YlM5MllYVnNkSE09 ) you'll find 11 more insights specifically about this bias. ​ You can preview your first 50 insights for free ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n/vqh3hrholmpdz2hg/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWJuVmtaMlZ3YjJSallYTjBMbU52YlM5MllYVnNkSE09 ) → So, why don't you make a plan to sign up to the free trial before lunch today? ​Phill ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n/l2hehmhleq3z80t6/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Milkman, K. L., Beshears, J., Choi, J. J., Laibson, D., & Madrian, B. C. (2011). Using implementation intentions prompts to enhance influenza vaccination rates. Proceedings of the National Academy of Sciences, 108(26), 10415–10420. ​ ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n/m2h7h5h3v287dqbm/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n/dpheh0hevd0mlkfm/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n/e0hph7h76m028wt8/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.kit-mail3.com/zluogmgpzdtnhknlm9dhphwgq45x8s6hx083n )

************ Social Proof ************ ​Listen now ( https://a7046da1.click.convertkit-mail2.com/o8uwk5k2z7iqh6pvllvivhqw8xnm3tohrl54m/3ohphkh30424xrhr/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ 16 years ago a chain of Chinese restaurants wanted to increase sales without changing the price. They didn’t change the product. The service. The chef. The food. Instead, they changed two words on their menu and increased sales by 18%. The restaurants used the advice of today’s guest on Nudge, Robert Cialdini. Today, Cialdini explains the social proof principle, sharing how changing just two words could increase your sales. ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/o8uwk5k2z7iqh6pvllvivhqw8xnm3tohrl54m/3ohphkh30424xrhr/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/o8uwk5k2z7iqh6pvllvivhqw8xnm3tohrl54m/3ohphkh30424xrhr/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.convertkit-mail2.com/o8uwk5k2z7iqh6pvllvivhqw8xnm3tohrl54m/n2hohvhvm6x625s6/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) gosh that's a lot of sources ... Today's sources: ​ Aune, R. K., & Basil, M. D. (1994). A relational-obligations approach to fund-raising: The effects of guilt and credibility appeals on compliance. Communication Research, 21(4), 486–498. ​ Binning, K. R., Kaufmann, N., McGreevy, E. M., Fotuhi, O., Chen, S., Marshman, E., Kalender, Z. Y., Limeri, L. B., Betancur, L., & Singh, C. (2020). Changing social contexts to foster equity in college science courses: An ecological-belonging intervention. Psychological Science, 31(9), 1059–1070. ​ Boh, W. F., & Wong, S.-S. (2015). Managers versus co-workers as referents: Comparing social influence effects on within- and outside-subsidiary knowledge sharing. Organizational Behavior and Human Decision Processes, 126, 1–17. ​ Borman, G. D., Rozek, C. S., Hanselman, P., & Destin, M. (2019). Reappraising academic and social adversity improves middle school students’ academic achievement, behavior, and well-being. Proceedings of the National Academy of Sciences of the United States of America, 116(33), 16286–16291. ​ Cai, H., Chen, Y., & Fang, H. (2009). Observational learning: Evidence from a randomized natural field experiment. American Economic Review, 99(3), 864–882. ​ Frank, R. H. (2020). Under the influence: Putting peer pressure to work. Princeton University Press. ​ Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472–482. ​ Hallsworth, M., List, J. A., Metcalfe, R. D., & Vlaev, I. (2017). The behavioralist as tax collector: Using natural field experiments to enhance tax compliance. Journal of Public Economics, 148, 14–31. Jung, J., Busching, R., & Krahé, B. (2019). Catching aggression from one’s peers: A longitudinal and multilevel analysis. Social and Personality Psychology Compass, 13(4), e12440. ​ Linder, J. A., Meeker, D., Fox, C. R., Friedberg, M. W., Persell, S. D., Goldstein, N. J., Knight, T. K., Hay, J. W., & Doctor, J. N. (2017). Durability of benefits of behavioral interventions on inappropriate antibiotic prescribing in primary care: Follow-up from a cluster randomized clinical trial. JAMA, 318(14), 1391–1392. ​ Meeker, D., Linder, J. A., Fox, C. R., Friedberg, M. W., Persell, S. D., Goldstein, N. J., Knight, T. K., Hay, J. W., & Doctor, J. N. (2016). Effect of behavioral interventions on inappropriate antibiotic prescribing among primary care practices: A randomized clinical trial. JAMA, 315(6), 562–570. ​ Murrar, S., Campbell, M. R., & Brauer, M. (2020). Exposure to peers’ pro-diversity attitudes increases inclusion and reduces the achievement gap. Nature Human Behaviour, 4(9), 889–897. ​ Nolan, J. M. (2021). Social norm interventions as a tool for pro-climate change. Current Opinion in Psychology, 42, 120–125. ​ Peterson, R. A., Kim, Y., & Jeong, J. (2020). Out-of-stock, sold out, or unavailable? Framing a product outage in online retailing. Psychology & Marketing, 37(4), 535–547. ​ Sacarny, A., Barnett, M. L., Le, J., Tetkoski, F., Yokum, D., & Agrawal, S. (2018). Effect of peer comparison letters for high-volume primary care prescribers of quetiapine in older and disabled adults: A randomized clinical trial. JAMA Psychiatry, 75(10), 1003–1011. ​ Schultz, P. W. (1999). Changing behavior with normative feedback interventions: A field experiment on curbside recycling. Basic and Applied Social Psychology, 21(1), 25–36. ​ Stephens, N. M., Fryberg, S. A., Markus, H. R., Johnson, C. S., & Covarrubias, R. (2012). Unseen disadvantage: How American universities’ focus on independence undermines the academic performance of first-generation college students. Journal of Personality and Social Psychology, 102(6), 1178–1197. ​ Wilson, T. D., & Linville, P. W. (1985). Improving the performance of college freshmen with attributional techniques. Journal of Personality and Social Psychology, 49(1), 287–293. ​ Wolske, K. S., Gillingham, K. T., & Schultz, P. W. (2020). Peer influence on household energy behaviours. Nature Energy, 5(3), 202–212. ​ ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/o8uwk5k2z7iqh6pvllvivhqw8xnm3tohrl54m/48hvhehmv6p6wntx/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/o8uwk5k2z7iqh6pvllvivhqw8xnm3tohrl54m/wnh2hghqnxkxmot7/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/o8uwk5k2z7iqh6pvllvivhqw8xnm3tohrl54m )

************************* Incentives: Do they work? ************************* ​Read online ( https://a7046da1.click.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp/9qhzhnhd0pkpkwa9/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ I've been critical of incentives in the past ( https://a7046da1.click.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp/3ohphkh307676gar/aHR0cHM6Ly9wb2RjYXN0cy5hcHBsZS5jb20vZ2IvcG9kY2FzdC9ob3ctaW5jZW50aXZlcy13b3JrLWFuZC13aHktbW9zdC1iYWNrZmlyZS9pZDE0NTc2MjEwMDU_aT0xMDAwNjMzODEzMTY0 ), citing examples where they backfire. But this¹ incredible 2016 study altered my opinion. Across 63 schools, 10,649 pupils in their final year of GCSEs took part in an experiment. The schools in the study. The students were split into three groups: * Control group: these students received no financial incentives * Financial rewards: would receive to £320 for attendance, behaviour, classwork and homework * Non-financial rewards: rewarded with the chance to attend events that were chosen by student representatives Classic economists would assume the financial rewards would work for all students. Behavioural scientists might argue that the non-financial rewards would work best. But that's not what happened. It turned out that the incentives' impact depended on the circumstances of the pupils. The rewards had next to no impact on those pupils who were already expected to do well. It seemed that these pupils didn't need an extra incentive. However, for 50% of pupils, the effects of both the financial and the non-financial rewards were significant (with slightly bigger effects for financial rewards). The effects were especially big for those from lower-income groups. The results. As Owain Service writes in Think Small²: For maths and science GCSEs, the incentives eliminated about half of the difference you would have expected to see between pupils eligible for free school meals and the other pupils, and was particularly effective at improving the grades of those expected to do less well. Financial incentives do work, but only if they're targeted at those that'll benefit most from the intervention. Don't ignore the power of financial incentives (like I did) because they won't work all the time; instead, accept that they work if targeted correctly. Interested in more behavioural science? The fantastic Richard Shotton has started the AstroHacks newsletter, taking one behavioural bias, explaining it with studies and showcasing it with an example. It's one of the few newsletters I open every time. ​Subscribe today. ( https://a7046da1.click.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp/n2hohvhvm3w3wpt6/aHR0cHM6Ly9hc3Ryb3Rlbi51czE5Lmxpc3QtbWFuYWdlLmNvbS9zdWJzY3JpYmU_aWQ9NGEyZGE2MjlmYyZ1PTZhZDczMTU1YTg0ZjBjMDUyODVlNzIyMTI= )​ ​ What do you think? — Phill ( https://a7046da1.click.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp/48hvhehmvrzrzdux/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Burgess, S., Metcalfe, R., & Sadoff, S. (2016). Understanding the response to financial and non-financial incentives in education: Field experimental evidence using high-stakes assessments (IZA Discussion Paper No. 10284). Institute of Labor Economics (IZA). ​ ²Service, O., & Gallagher, R. (2017). Think small: The surprisingly simple ways to reach big goals. Michael O’Mara Books ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp/reh8hohm409096f2/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp/8ghqhohozlele8ak/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp/vqh3hrholp2p25bg/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/wvuk2m2g8obghkn73e5t7hnzz8zxxi8hqvowp )

********************** The Frequency Illusion ********************** ​Listen now ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/p8heh9h4m50l74hq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ I watched Home Alone and suddenly started hearing the theme tune everywhere. I thought I was going insane. But Tom Bowden-Green and Luan Wise explained that I actually fell for a fairly well-known bias. A bias you’ve almost certainly experienced as well. ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/p8heh9h4m50l74hq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/p8heh9h4m50l74hq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/kkhmh6hnr2q394fl/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) ​ P.S. I’m speaking at Uplift Live ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/25h2hoh360zeo6c3/aHR0cHM6Ly91cGxpZnQtbGl2ZS5jb20v ) in Birmingham on 26 March. It's a cracking event, perfect for marketers looking to learn. At Uplift ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/25h2hoh360zeo6c3/aHR0cHM6Ly91cGxpZnQtbGl2ZS5jb20v ), I’ll be sharing the exact strategy I used to build Nudge, the UK’s #1 marketing podcast. I've never shared this publicly before. Interested? Use code NUDGE for £50 off your ticket. -->Reserve your ticket at Uplift Live ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/25h2hoh360zeo6c3/aHR0cHM6Ly91cGxpZnQtbGl2ZS5jb20v ) Reserve your ticket at Uplift Live ( https://uplift-live.com/ ) Today's sources: ​ Costello, J. P., Garvey, A. M., Germann, F., & Wilkie, J. E. B. (2024). The Uptrend Effect: Encouraging healthy behaviors through greater inferred normativity. Journal of Marketing Research, 61(1), 110–127. ​ Cruz, R. E., Leonhardt, J. M., & Pezzuti, T. (2017). Second person pronouns enhance consumer involvement and brand attitude. Journal of Interactive Marketing, 39(1), 104–116. ​ Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of Marketing Research, 43(2), 259–266. ​ Lim, S., van Osselaer, S. M., Goodman, J. K., Fuchs, C., & Schreier, M. (2024). The Starbucks effect: When name-based order identification increases customers’ store preference and service satisfaction. Journal of Retailing, 100(2), 316–329. ​ Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236–258. ​ Van Boven, L., Dunning, D., & Loewenstein, G. (2000). Egocentric empathy gaps between owners and buyers: Misperceptions of the endowment effect. Journal of Personality and Social Psychology, 79(1), 66–76. ​ van der Meulen, M. (2022). Are we indeed so illuded? Recency and frequency illusions in Dutch prescriptivism. Languages, 7(1), 42. ​ Zwicky, A. (2006). Why are we so illuded. Retrieved from https://web.stanford.edu/~zwicky/LSA07illude.abst.pdf ​ ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/g3hnh5hmro5kzwbr/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl/9qhzhnhd03ml2mu9/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/92uxz5z9vrunh60908xs9hzdd4d33swh963gl )

******************** The Anchoring Effect ******************** ​Read online ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/kkhmh6hnr5m400bl/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ "𝘚𝘰𝘶𝘵𝘩𝘦𝘯𝘥: 𝘕𝘰𝘵 𝘲𝘶𝘪𝘵𝘦 𝘵𝘩𝘦 𝘔𝘢𝘭𝘥𝘪𝘷𝘦𝘴 𝘣𝘶𝘵 𝘸𝘢𝘳𝘮𝘦𝘳 𝘵𝘩𝘢𝘯 𝘎𝘳𝘪𝘮𝘴𝘣𝘺." Why does this line work? ​ Well, it's due to a great use of the 𝐚𝐧𝐜𝐡𝐨𝐫𝐢𝐧𝐠 𝐞𝐟𝐟𝐞𝐜𝐭. ​ Anchoring = "𝘝𝘢𝘭𝘶𝘦 𝘱𝘦𝘳𝘤𝘦𝘱𝘵𝘪𝘰𝘯 𝘥𝘦𝘱𝘦𝘯𝘥𝘴 𝘰𝘯 𝘸𝘩𝘢𝘵 𝘺𝘰𝘶 𝘢𝘯𝘤𝘩𝘰𝘳 𝘪𝘵 𝘢𝘨𝘢𝘪𝘯𝘴𝘵." ​ In a 2022 study¹, 404 shoppers tested how reference prices affect perceived value. ​ When Ben & Jerry’s ($3.99 for 16oz) was shown next to Walmart’s cheaper $1.99 tub, only 27% rated Ben & Jerry's as great value. ​ But when paired with a costlier $4.99 Halo Top, the number rose to 41%, a 52% increase in perceived value for Ben & Jerry's. ​ The value judgement didn’t change due to the product itself, but the comparison point. ​ The point is, the weather in Southend looks better when compared to Grimsby. ​ And that point alone can be enough to make for a great ad. Big thanks to today's sponsors, GWI ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/58hvh7hgqn7ldrs6/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ). Are you stuck in a creative rut ahead of your next campaign? Or working late again to prepare for a pitch? Don’t stress — just ask Agent Spark ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/58hvh7hgqn7ldrs6/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ), your on-hand insights analyst. Agent Spark gives you insights on your audience in seconds — so you can get inspired, validate hunches, and build smarter campaigns backed by consumer data. The insights are backed by 2M+ annual surveys and billions of consumers — the same GWI data trusted by teams at Google, Microsoft, and Spotify. And the best part? You can use it in the GWI platform, ChatGPT, Claude, or your favourite AI tool. You choose. Ready to spark your next big idea? -->See Agent Spark in action ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/58hvh7hgqn7ldrs6/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ) See Agent Spark in action ( https://www.gwi.com/spark?utm_campaign=31579752-FY2612_ALL_GL_Agent+Spark&utm_source=nudge&utm_medium=paid-email&utm_term=jan-fy26&utm_content=newsletter ) Looking for another newsletter that cuts through the marketing noise? The Marketing Against the Grain ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/qvh8h7hdz4nqmlil/aHR0cHM6Ly9tYXJrZXRpbmdhZ2FpbnN0dGhlZ3JhaW4uY29tL3N1YnNjcmliZT91dG1fY2FtcGFpZ249cGFydG5lcnNoaXAmdXRtX2NvbnRlbnQ9Y3Jvc3NfcHJvbW8mdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW51ZGdlJnV0bV90ZXJtPTIwMjY= ) newsletter explains, teaches, and provides the steady hand, offering stories and systems that turn chaos into clarity. ​Subscribe today. ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/qvh8h7hdz4nqmlil/aHR0cHM6Ly9tYXJrZXRpbmdhZ2FpbnN0dGhlZ3JhaW4uY29tL3N1YnNjcmliZT91dG1fY2FtcGFpZ249cGFydG5lcnNoaXAmdXRtX2NvbnRlbnQ9Y3Jvc3NfcHJvbW8mdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW51ZGdlJnV0bV90ZXJtPTIwMjY= )​ ​ Hope you enjoyed today's newsletter folks. — Phill ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/3ohphkh302zve6sr/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Shotton, R., & Flicker, M. A. (2025). Hacking the human mind: The behavioral science secrets behind 17 of the world’s best brands. Harriman House. ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/reh8hohm43xngvu2/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/vqh3hrholvg8znag/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5/l2hehmhlenrw83b6/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/68uoegemzrt8h5zlr96tohp00q0kkh9h7orl5 )

***************** The Curiosity Gap ***************** ​Listen now ( https://a7046da1.click.convertkit-mail2.com/38udp8pq5zhkh20nw2eurh4ppzpnnf7hrlg42/p8heh9h4rv5n9phq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ HelloFresh is one of the fastest-growing companies of the past 20 years. And it’s down to one, relatively simple behavioural science tactic. ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/38udp8pq5zhkh20nw2eurh4ppzpnnf7hrlg42/p8heh9h4rv5n9phq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/38udp8pq5zhkh20nw2eurh4ppzpnnf7hrlg42/p8heh9h4rv5n9phq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.convertkit-mail2.com/38udp8pq5zhkh20nw2eurh4ppzpnnf7hrlg42/x0hph6hekgd5nmc5/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. You'll also learn my take on why Harry Potter took off. Today's sources: ​ BBC News. (2015, August 12). The man who discovered Harry Potter [Video]. YouTube. ​ Buechel, E., & Li, R. (2022). Mysterious consumption: Preference for horizontal (vs. vertical) uncertainty and the role of surprise. Journal of Consumer Research, 49(6), 987–1004. ​ Melanie Wass. (2019, September 16). J.K. Rowling – Insights on creating Harry Potter world [Video]. YouTube. ​ Norton, M. I., Mochon, D., & Ariely, D. (2012). The IKEA effect: When labor leads to love. Journal of Consumer Psychology, 22(3), 453–460. ​ Skinner, B. F. (1948). “Superstition” in the pigeon. Journal of Experimental Psychology, 38(2), 168–172. ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/38udp8pq5zhkh20nw2eurh4ppzpnnf7hrlg42/6qheh8hlxq6mpqbo/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/38udp8pq5zhkh20nw2eurh4ppzpnnf7hrlg42/kkhmh6hnz72klgal/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/38udp8pq5zhkh20nw2eurh4ppzpnnf7hrlg42 )

******************** Goal Dilution Effect ******************** ​Read online ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/x0hph6hek48nlkt5/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ Keen listeners of Nudge will have heard Richard Shotton explain how Five Guys succeeded ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/kkhmh6hnzog83wal/aHR0cHM6Ly9wb2RjYXN0cy5hcHBsZS5jb20vZ2IvcG9kY2FzdC90aGUtc3VycHJpc2luZy1tZW51LXBzeWNob2xvZ3ktYmVoaW5kLWZpdmUtZ3V5cy1zdWNjZXNzL2lkMTQ1NzYyMTAwNT9pPTEwMDA3MzI2MDU0NDQ= ) because they limited the number of items on their menu. Taken from Shotton's episode in late 2025. They focused on just burgers and chips. That helped them improve and benefit from economies of scale. But it also helped them psychologically, due to the goal dilution effect. Here's why: In a 2007 study by Zhang and Fishbach¹, participants were given information about how eating tomatoes could achieve certain goals. ​ Some are told eating tomatoes achieved just one goal: "𝘏𝘦𝘭𝘱 𝘱𝘳𝘦𝘷𝘦𝘯𝘵 𝘤𝘢𝘯𝘤𝘦𝘳" ​ Others are told eating tomatoes achieves two goals: "𝘏𝘦𝘭𝘱 𝘱𝘳𝘦𝘷𝘦𝘯𝘵 𝘤𝘢𝘯𝘤𝘦𝘳 𝘢𝘯𝘥 𝘥𝘦𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘷𝘦 𝘥𝘪𝘴𝘦𝘢𝘴𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘦𝘺𝘦." ​ Zhang and Fishbach found that participants rated tomatoes as 12% more effective at preventing cancer when this was the only listed benefit, compared to when an additional health benefit was also included. And I think Google knew this when they launched Chrome in 2009. They called it, "The Fast Browser" ​ They didn't mention how passwords are synced, how security is best-in-class, or integrations with Gmail. ​ They didn't mention the extensions, stability, or automatic updates. ​ They could have done, but instead they focused on one benefit. ​ 𝑺𝒑𝒆𝒆𝒅. Google and Five Guys benefit from the same bias. They didn't attempt to be a jack-of-all-trades. They focused on one benefit, and that focus boosted how believable their claims seemed. Big thanks to today's sponsors, GWI ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/25h2hoh3lqr7ezi3/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ). Are you stuck in a creative rut ahead of your next campaign? Or working late again to prepare for a pitch? Don’t stress — just ask Agent Spark ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/25h2hoh3lqr7ezi3/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ), your on-hand insights analyst. Agent Spark gives you insights on your audience in seconds — so you can get inspired, validate hunches, and build smarter campaigns backed by consumer data. The insights are backed by 2M+ annual surveys and billions of consumers — the same GWI data trusted by teams at Google, Microsoft, and Spotify. And the best part? You can use it in the GWI platform, ChatGPT, Claude, or your favourite AI tool. You choose. Ready to spark your next big idea? -->See Agent Spark in action ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/25h2hoh3lqr7ezi3/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ) See Agent Spark in action ( https://www.gwi.com/spark?utm_campaign=31579752-FY2612_ALL_GL_Agent+Spark&utm_source=nudge&utm_medium=paid-email&utm_term=jan-fy26&utm_content=newsletter )​ ​ Have you seen another firm use goal dilution? Reply and let me know. — Phill ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/g3hnh5hmg07ek4cr/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Zhang, Y., & Fishbach, A. (2007). The role of goal systems in consumer choice. Journal of Consumer Research, 33(1), 1–11. ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/9qhzhnhd4ekgl5t9/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/3ohphkh3xk6qnksr/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n/n2hohvhv2lwnk4t6/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/zluogmgpzdtnhknr9rxbphwgg8g00b6hx083n )

********************** Seven Cognitive Biases ********************** ​Listen now ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhkn9ow9bphwgg8g00b6hx083n/p8heh9h4r0zn63cq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Most of us are completely oblivious to the cognitive biases that dictate how we live our lives. Today, with Tom Bowden-Green and Luan Wise, we cover seven cognitive biases that all of us fall for. (Even Hollywood stars). ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhkn9ow9bphwgg8g00b6hx083n/p8heh9h4r0zn63cq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhkn9ow9bphwgg8g00b6hx083n/p8heh9h4r0zn63cq/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhkn9ow9bphwgg8g00b6hx083n/kkhmh6hnzqlkw2al/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) Today's sources: ​ Chambers, J. R. (2008). Explaining false uniqueness: Why we are both better and worse than others. Social and Personality Psychology Compass, 2(2), 878–894. ​ Dunning, D. (2011). The Dunning–Kruger effect: On being ignorant of one’s own ignorance. In Advances in experimental social psychology (Vol. 44, pp. 247–296). Academic Press. ​ Einhorn, H. J., & Hogarth, R. M. (1978). Confidence in judgment: Persistence of the illusion of validity. Psychological Review, 85(5), 395–416. ​ Helmreich, R., Aronson, E., & LeFan, J. (1970). To err is humanizing sometimes: Effects of self-esteem, competence, and a pratfall on interpersonal attraction. Journal of Personality and Social Psychology, 16(2), 259–264. ​ Koskie, M. M., & Locander, W. B. (2023). Cool brands and hot attachments: Their effect on consumers’ willingness to pay more. European Journal of Marketing, 57(4), 905–929. ​ Pronin, E., Lin, D. Y., & Ross, L. (2002). The bias blind spot: Perceptions of bias in self versus others. Personality and Social Psychology Bulletin, 28(3), 369–381. ​ Van Hoorens, V. (1993). Self-enhancement and superiority biases in social comparison. European Review of Social Psychology, 4, 113–139. ​ White, G. L., Fishbein, M., & Rutstein, R. C. (1981). Passionate love and the misattribution of arousal. Journal of Personality and Social Psychology, 41(1), 56–62. ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhkn9ow9bphwgg8g00b6hx083n/qvh8h7hde5r9w8bl/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhkn9ow9bphwgg8g00b6hx083n/g3hnh5hmg53493ur/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/zluogmgpzdtnhkn9ow9bphwgg8g00b6hx083n )

*************** Pratfall Effect *************** ​Read online ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/6qheh8hlxzq0zdco/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ A few months ago on Reddit ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/kkhmh6hnzr74r9il/aHR0cHM6Ly93d3cucmVkZGl0LmNvbS9yL21hcmtldGluZy9jb21tZW50cy8xb21wODNjL2lzX3RoaXNfdGhlX2Jlc3RfYmxhY2tfZnJpZGF5X21hcmtldGluZ19jYW1wYWlnbi8= ), someone asked, "Is this the best Black Friday marketing campaign?" ​ Personally, I think it's disingenuous garbage, but clearly, something about this type of ad resonates with some. And it might be because of the first two words. "We're sorry." In 2024¹ a number of researchers from Belgium ran four experiments. They tested what happened when a company apologised for a trivial mistake. In one study, participants were shown an email from a company apologising for their slow-loading website. Turns out, that apology email led to customers: * Buying 127% more * Feeling 8.9% more favourable about the brand * And having 8.3% higher positive attitudes toward the brand However, apologies for serious issues (e.g. data breaches) backfired, lowering opinions by 45.9%. So, if it's trivial, don't shy away from saying sorry. This is just one of the 15 new insights added to the Vaults ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/58hvh7hg3qelq5a6/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS92YXVsdHM= ) in January. ​ Sorry*, I know I harp on about it, but each month, +15 new insights are added to the Vaults. Currently, there are 484 different evidence-backed tactics for marketers to try. In fact, you can preview your first 50 insights for free ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/25h2hoh3l65n62i3/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWJuVmtaMlZ3YjJSallYTjBMbU52YlM5MllYVnNkSE09 ) → Big thanks to today's sponsors, GWI ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/g3hnh5hmgrvxr6ar/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ). Are you stuck in a creative rut ahead of your next campaign? Or working late again to prepare for a pitch? Don’t stress — just ask Agent Spark ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/g3hnh5hmgrvxr6ar/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ), your on-hand insights analyst. Agent Spark gives you insights on your audience in seconds — so you can get inspired, validate hunches, and build smarter campaigns backed by consumer data. The insights are backed by 2M+ annual surveys and billions of consumers — the same GWI data trusted by teams at Google, Microsoft, and Spotify. And the best part? You can use it in the GWI platform, ChatGPT, Claude, or your favourite AI tool. You choose. Ready to spark your next big idea? -->See Agent Spark in action ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/g3hnh5hmgrvxr6ar/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ) See Agent Spark in action ( https://www.gwi.com/spark?utm_campaign=31579752-FY2612_ALL_GL_Agent+Spark&utm_source=nudge&utm_medium=paid-email&utm_term=jan-fy26&utm_content=newsletter )​ ​ Hope you enjoyed today's newsletter — Phill ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/9qhzhnhd407n09t9/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ *Yes, that's me apologising for something trivial. ¹De Kerpel, L., Van Kerckhove, A. and Tessitore, T. (November 2024). Oops! Sorry My Bad: How apologizing for trivial mistakes in direct email campaigns leads to positive customer evaluations. International Journal of Research in Marketing ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/n2hohvhv2mdem2c6/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/48hvhehmwvokvvix/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd/wnh2hghqmnz8n7t7/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/4zuev5vkq6cehpw399xuxh6kd8l77a5hm90nd )

******************** Scarcity & Authority ******************** ​Listen now ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdhoh3klm0eb2hdovqm66h7hw6r4g/reh8hohmkx42gxi2/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ “Say you’ve calculated your price and it comes out at £120,121. Most would round it down to £120,000. That’s completely wrong.” That’s what Robert Cialdini told me on the latest episode of Nudge. He also explained why the Prime energy drink first succeeded and then flopped. How Disney kept us hooked on classic movies. And how he applies the authority bias to sell his own products. ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdhoh3klm0eb2hdovqm66h7hw6r4g/reh8hohmkx42gxi2/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdhoh3klm0eb2hdovqm66h7hw6r4g/reh8hohmkx42gxi2/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Let me know what you think! — Phill ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdhoh3klm0eb2hdovqm66h7hw6r4g/08hwh9h2nzvo3qul/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. Today's episode features arguably the most unique burger in KFC's history. Today's sources: ​ Cialdini, R. B. (2021). Influence: The psychology of persuasion (New & expanded ed.). Harper Business. ​ Dunn, E. W., & Norton, M. I. (2013). Happy money: The science of happier spending. Simon & Schuster. ​ Nelissen, R. M. A., & Meijers, M. H. C. (2011). Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior, 32(5), 343–355. ​ West, S. G. (1975). Increasing the attractiveness of college cafeteria food: A reactance theory perspective. Journal of Applied Psychology, 60(5), 656–658. ​ Wilson, P. R. (1968). Perceptual distortion of height as a function of ascribed academic status. Journal of Social Psychology, 74(1), 97–102. ​ Worchel, S., Lee, J., & Adewole, A. (1975). Effects of scarcity on value perception: The cookie-jar study. Journal of Personality and Social Psychology, 31(5), 791–799. ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdhoh3klm0eb2hdovqm66h7hw6r4g/8ghqhohow9z0mwtk/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdhoh3klm0eb2hdovqm66h7hw6r4g/vqh3hrhomglxzlcg/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/r8u98g8mwdhoh3klm0eb2hdovqm66h7hw6r4g )

****************** Price Transparency ****************** ​Read online ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/owhkhqhwxwrvq6fv/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ I spent far too much time moaning about the price of pints. ​ I'd harp on about the £3 ales I used to buy and how they're £5.50 today. ​ And then I saw this image. Taken from The Times based on figures from Ukospitality and the British Beer and Pub association ​ 13p profit!? Suddenly £5 for a pint seems quite reasonable. And there's evidence to prove this price transparency tactic works. In 2020, Harvard researchers¹ tested the effects of showing a product's costs. ​ Rather than just listing the price, they showed ingredient cost (and profit margin). ​ For the test, this ad was shown in the Harvard canteen. ​ Real-world sales were measured directly after the student saw the ad. ​ Turns out, students were 21% more likely to buy the soup 𝐰𝐡𝐞𝐧 𝐭𝐡𝐞 𝐜𝐨𝐬𝐭𝐬 𝐰𝐞𝐫𝐞 𝐬𝐡𝐨𝐰𝐧. ​ Showcasing your costs boosts trust and makes customers more likely to buy. Big thanks to today's sponsors, GWI ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/p8heh9h4r4z0q5fq/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ). Are you stuck in a creative rut ahead of your next campaign? Or working late again to prepare for a pitch? Don’t stress — just ask Agent Spark ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/p8heh9h4r4z0q5fq/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ), your on-hand insights analyst. Agent Spark gives you insights on your audience in seconds — so you can get inspired, validate hunches, and build smarter campaigns backed by consumer data. The insights are backed by 2M+ annual surveys and billions of consumers — the same GWI data trusted by teams at Google, Microsoft, and Spotify. And the best part? You can use it in the GWI platform, ChatGPT, Claude, or your favourite AI tool. You choose. Ready to spark your next big idea? -->See Agent Spark in action ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/p8heh9h4r4z0q5fq/aHR0cHM6Ly93d3cuZ3dpLmNvbS9zcGFyaz91dG1fY2FtcGFpZ249MzE1Nzk3NTItRlkyNjEyX0FMTF9HTF9BZ2VudCUyMFNwYXJrJnV0bV9jb250ZW50PW5ld3NsZXR0ZXImdXRtX21lZGl1bT1wYWlkLWVtYWlsJnV0bV9zb3VyY2U9bnVkZ2UmdXRtX3Rlcm09amFuLWZ5MjY= ) See Agent Spark in action ( https://www.gwi.com/spark?utm_campaign=31579752-FY2612_ALL_GL_Agent+Spark&utm_source=nudge&utm_medium=paid-email&utm_term=jan-fy26&utm_content=newsletter )​ ​ Hope you enjoyed today's newsletter — Phill ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/x0hph6hekew6qlt5/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹Mohan, B., Buell, R. W., & John, L. K. (2020). Lifting the veil: The benefits of cost transparency. Marketing Science, 39(6), 1105–1121. ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/6qheh8hlxl7g92so/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/kkhmh6hnznlqx8bl/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n/58hvh7hg3gm86ms6/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/zluogmgpzdtnhk5xe24cphwokq500b6hx083n )

******************** The Liking Principle ******************** ​Listen now ( https://a7046da1.click.convertkit-mail2.com/xmulpzped3s6hpkx05di5h2q34zllfnhvxkl6/l2hehmhlqzoz7xc6/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ This study analysed 6,700 websites in an unprecedented A/B test. The results proved something that Dr Robert Cialdini had been preaching for years. Today, on Nudge, Robert Cialdini joins me again, covering another of his seven principles of persuasion. And I share a marketing lesson that (I think) every business needs to know. ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/xmulpzped3s6hpkx05di5h2q34zllfnhvxkl6/l2hehmhlqzoz7xc6/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/xmulpzped3s6hpkx05di5h2q34zllfnhvxkl6/l2hehmhlqzoz7xc6/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Enjoy! — Phill ( https://a7046da1.click.convertkit-mail2.com/xmulpzped3s6hpkx05di5h2q34zllfnhvxkl6/m2h7h5h327o7zlhm/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. Ever wondered what my wife's voice sounds like? Find out on today's show. Today's sources: ​ Bell, T. [Taylor Bell]. (2025, February 13). Inside Trader Joe’s: The genius strategy behind its cult following (and low prices) [Video]. YouTube. ​ Bornstein, R. F., Leone, D. R., & Galley, D. J. (1987). The generalizability of subliminal mere exposure effects: Influence of stimuli perceived without awareness on social behavior. Journal of Personality and Social Psychology, 53(6), 1070–1079. ​ Browne, D., & Swarbrick-Jones, A. (2017). The science of persuasion in e-commerce: An analysis of 6,700 online A/B tests. Conversion Rate Experts. ​ Danziger, S., Levav, J., & Avnaim-Pesso, L. (2011). Extraneous factors in judicial decisions. Proceedings of the National Academy of Sciences of the United States of America, 108(17), 6889–6892. ​ Drachman, D., deCarufel, A., & Insko, C. A. (1978). The extra credit effect in interpersonal attraction. Journal of Experimental Social Psychology, 14(5), 458–465. ​ Fang, X., Singh, S. N., & Ahluwalia, R. (2007). An examination of different explanations for the mere exposure effect. Journal of Consumer Research, 34(1), 97–103. ​ Gladka, A., & Żemła, M. (2016). Effectiveness of reciprocal rule in tourism: Evidence from a city tourist restaurant. European Journal of Service Management, 17(1), 57–63. ​ Mita, T. H., Dermer, M., & Knight, J. (1977). Reversed facial images and the mere-exposure hypothesis. Journal of Personality and Social Psychology, 35(8), 597–601. ​ Nicholson, C. Y., Compeau, L. D., & Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, 29(1), 3–15. ​ Razran, G. (1940). Conditioned response changes in rating and appraisal. Psychological Bulletin, 37(6), 481–493. ​ Shotton, R. (2023). The illusion of choice: 16½ psychological biases that influence what we buy. Harriman House. ​ Strohmetz, D. B., Rind, B., Fisher, R., & Lynn, M. (2002). Sweetening the till: The use of candy to increase restaurant tipping. Journal of Applied Social Psychology, 32(2), 300–309. ​ Zajonc, R. B., & Rajecki, D. W. (1969). Exposure and affect: A field experiment. Psychonomic Science, 17(4), 216–217. ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/xmulpzped3s6hpkx05di5h2q34zllfnhvxkl6/dpheh0hedmqmnxim/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/xmulpzped3s6hpkx05di5h2q34zllfnhvxkl6/e0hph7h7m2k2oxb8/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/xmulpzped3s6hpkx05di5h2q34zllfnhvxkl6 )

************ Humor Effect ************ ​Read online ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/reh8hohmk3l2k3t2/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ Are funny ads actually more 𝒎𝒆𝒎𝒐𝒓𝒂𝒃𝒍𝒆? ​ That's what seven Californian¹ researchers set out to test in 2014. ​ A group of participants were instructed to remember a long list of words. ​ 50% of the participants then waited for 20 minutes in silence. 🤫 ​ 50% of the participants then watched a funny 20-minute video. 🤣 ​ The researchers asked both groups to recall as many words as possible. ​ Those who sat in silence remembered just 20% of the words. 🤫 ​ For those who watched the humourous video, it was 44% 🤣 ​ A 𝐭𝐰𝐨𝐟𝐨𝐥𝐝 increase in 𝐫𝐞𝐜𝐚𝐥𝐥. ​ Which is why Specsavers has kept the same comedic slogan for 24 years. ​ Tired of boring business news? The Hustle ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/08hwh9h2n96onxal/aHR0cHM6Ly90aGVodXN0bGUuY28vam9pbj91dG1fY2FtcGFpZ249cGFydG5lcnNoaXAmdXRtX2NvbnRlbnQ9Y3Jvc3NfcHJvbW8mdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW51ZGdlJnV0bV90ZXJtPTIwMjY= ) is your answer. They deliver snappy, unconventional business news for people who hate business news, plus free guides on making money with AI, starting side hustles, and more. Join 1.5M entrepreneurs and aspiring founders who read us every day. ​Subscribe today. ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/08hwh9h2n96onxal/aHR0cHM6Ly90aGVodXN0bGUuY28vam9pbj91dG1fY2FtcGFpZ249cGFydG5lcnNoaXAmdXRtX2NvbnRlbnQ9Y3Jvc3NfcHJvbW8mdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW51ZGdlJnV0bV90ZXJtPTIwMjY= )​ I should add that The Hustle also has a great sense of humour. ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/08hwh9h2n96onxal/aHR0cHM6Ly90aGVodXN0bGUuY28vam9pbj91dG1fY2FtcGFpZ249cGFydG5lcnNoaXAmdXRtX2NvbnRlbnQ9Y3Jvc3NfcHJvbW8mdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW51ZGdlJnV0bV90ZXJtPTIwMjY= ) ​ Hope you enjoyed today's newsletter — Phill ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/8ghqhohow260wpak/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹¹Bains, G. S., Berk, L. S., Daher, N. S., Lohman, E., Schwab, E., Petrofsky, J., & Deshpande, P. (2014). The effect of humor on short-term memory in older adults: A new component for whole-person wellness. Advances in Mind-Body Medicine, 28(2), 16–24. ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/l2hehmhlqnm0qkf6/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/e0hph7h7ml3pm7f8/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708/z2hghnhe5k2450fp/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/75uz707pveb8h6dw23zbzhweg7o66bnho3708 )

******************* The Information Gap ******************* ​Listen now ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/9qhzhnhdn8en6na9/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ KFC keeps its recipe secret. It’s stored in a vault in an unknown location. Only two KFC executives know the ingredients. Neither are allowed to fly on the same plane. But this secrecy is illogical. The recipe isn’t important. Today on Nudge, Richard Shotton explains how the secrecy makes customers more loyal. He shares his favourite ad of all time, and we run one of his experiments on you. ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/9qhzhnhdn8en6na9/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/9qhzhnhdn8en6na9/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ Big thank you to today's sponsor, Outskill ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/48hvhehmk37kplfx/aHR0cHM6Ly9saW5rLm91dHNraWxsLmNvbS9OVURHTkVXU0pBTjM= ). ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/48hvhehmk37kplfx/aHR0cHM6Ly9saW5rLm91dHNraWxsLmNvbS9OVURHTkVXU0pBTjM= )​ It’s January again. You’re probably setting New Year’s resolutions because you want 2026 to be better. But the smartest people aren’t just planning — they’re mastering AI, the skill that matters most this year. Nearly 48% of workers used AI tools in 2025, and 2026 is when AI truly peaks. Outskill teaches you AI in just two days. A 16-hour course to help you work smarter, faster, and stay irreplaceable in 2026. You’ll also get the 2026 AI Survival Handbook and $5,000+ in AI bonuses. Best part? It’s free in their New Year sale. -->Register here for $0 ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/48hvhehmk37kplfx/aHR0cHM6Ly9saW5rLm91dHNraWxsLmNvbS9OVURHTkVXU0pBTjM= ) Register here for $0 ( https://link.outskill.com/NUDGNEWSJAN3 )Enjoy! — Phill ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/08hwh9h2q4pq96sl/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) Today's sources: ​ Heimbach, J. T., & Jacoby, J. (1972). The Zeigarnik effect in advertising. Advances in Consumer Research: Proceedings of the 3rd Annual Conference of the Association for Consumer Research, 746–757. ​ Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75–98. ​ Zeigarnik, B. (1927). Über das Behalten von erledigten und unerledigten Handlungen. Psychologische Forschung, 9(1), 1–85. ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/m2h7h5h3wxlwqxam/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl/owhkhqhw5e05n6cv/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/92uxz5z9vrunh64g6omc9hzoxm933bwh963gl )

************* Barnum Effect ************* ​Read online ( https://a7046da1.click.convertkit-mail2.com/v8um3n3kowcrhvmd35ohghv3xwmllh9hkoxqd/dpheh0herpm9d0cm/aHR0cHM6Ly9udWRnZS5raXQuY29tL3Byb2ZpbGU= )​ Why does the ad on the 𝐫𝐢𝐠𝐡𝐭 capture attention? ​ Well, it might be down to the question. ​ Rohini Ahluwalia and Robert Burnkrant's study¹ in 2004 tested two types of ads. ​ Statement-based ads: "You haven't had a pear in a while."​ ​ And... ​ Question ads: "When was the last time you had a pear?" ​ ​ The researchers found that ads using questions are rated 14% 𝐦𝐨𝐫𝐞 𝐟𝐚𝐯𝐨𝐮𝐫𝐚𝐛𝐥𝐲 than statement-based ads. ​ So, why not turn your statement into a question? I tested this myself in two Reddit ads. I spent $100 on each ad, targeted both at the same audience, used the same image and CTA, but changed one thing. One ad was a statement: "Ditch boring business podcasts. Try Nudge." The other contained a question: "Bored of boring business podcasts? Try Nudge." ​ Asking that open question boosted the clicks by 15%. Not bad, right? Hope you enjoyed today's newsletter — Phill ( https://a7046da1.click.convertkit-mail2.com/v8um3n3kowcrhvmd35ohghv3xwmllh9hkoxqd/owhkhqhw5q7mxobv/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3Lw== )​ ¹¹Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions (2004) ​ As a behavioural science practitioner, I believe in the peak-end rule ( https://a7046da1.click.convertkit-mail2.com/v8um3n3kowcrhvmd35ohghv3xwmllh9hkoxqd/qvh8h7hdqk0me9il/aHR0cHM6Ly9udWRnZS5jay5wYWdlLzlhMDgwYThiY2E= ). ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/v8um3n3kowcrhvmd35ohghv3xwmllh9hkoxqd/g3hnh5hmxqk8gqir/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/v8um3n3kowcrhvmd35ohghv3xwmllh9hkoxqd/9qhzhnhdn5lv4et9/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/v8um3n3kowcrhvmd35ohghv3xwmllh9hkoxqd )

******************** The Defiance Dilemma ******************** ​Listen now ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5xkx48uohpedgnkkh9h7orl5/25h2hoh3nwv265b3/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ In 1963, the Milgram experiments revealed something unsettling. Most people kept administering what they believed were painful electric shocks, not because they wanted to, but because they couldn’t bring themselves to say no. In this episode, my guest shares why we agree to extra projects, unpaid favours and unreasonable requests even when we know we shouldn’t. I’m joined by behavioural scientist and physician Dr Sunita Sah of Cornell University. She studies how social pressure and conflict-of-interest disclosures can quietly steer us toward yes. ​Listen Now → ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5xkx48uohpedgnkkh9h7orl5/25h2hoh3nwv265b3/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )​ ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5xkx48uohpedgnkkh9h7orl5/25h2hoh3nwv265b3/aHR0cHM6Ly9wb2QubGluay8xNDU3NjIxMDA1 )This is a real frame from Milgram's 1963 studies. Today's episode reveals his audio recording. Enjoy! — Phill ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5xkx48uohpedgnkkh9h7orl5/qvh8h7hdqp7rwgil/aHR0cHM6Ly91ay5saW5rZWRpbi5jb20vaW4vcGhpbGwtYWduZXctMjIyMTMxODc= ) P.S. Happy New Year! I've got some exciting guests lined up. Stay tuned to the end to hear the big names coming on in 2026. Today's sources: ​ Milgram, S. (1963). Behavioral study of obedience. Journal of Abnormal and Social Psychology, 67(4), 371–378. ​ Sah, S. (2025). Defy: The power of no in a world that demands yes. One World. ​ Sah, S., Loewenstein, G. F., & Cain, D. M. (2013). The burden of disclosure: Increased compliance with distrusted advice. Journal of Personality and Social Psychology, 104(2), 289–304. ​ Sah, S., Loewenstein, G. F., & Cain, D. M. (2019). Insinuation anxiety: Concern that advice rejection will signal distrust after conflict of interest disclosures. Personality and Social Psychology Bulletin, 45(7), 1099–1112. ​ Woodzicka, J. A., & LaFrance, M. (2001). Real versus imagined gender harassment. Journal of Social Issues, 57(1), 15–30. ​ ​Tune into Nudge ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5xkx48uohpedgnkkh9h7orl5/g3hnh5hmxwd39dbr/aHR0cHM6Ly93d3cubnVkZ2Vwb2RjYXN0LmNvbS8= ) | Advertise with Nudge ( https://a7046da1.click.convertkit-mail2.com/68uoegemzrt8h5xkx48uohpedgnkkh9h7orl5/9qhzhnhdnrqpw6t9/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL2p3clgxaDJxcW5MeWI5VHBoNXB5SDIvbm9SUlZuZ295V0NSQm10SGpCQ3o4eQ== ) | Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/68uoegemzrt8h5xkx48uohpedgnkkh9h7orl5 )

Hey, it's Phill ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdh9udepo6b2hdovqm66h7hw6r4g/x0hph6hwrpkvnxc5/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BoaWxsLWFnbmV3LTIyMjEzMTg3Lw== ) here 👋 Thanks for signing up for the Nudge Newsletter. Every Monday and every Friday I'll ping you an email to let you know about the latest Nudge Podcast, plus a psychology inspired tip. 💡 I want to make sure the newsletter lands in your inbox. To do that, I'm asking that you reply to this email. Say anything, say nothing. Tell me where you discovered Nudge. Up to you! This makes sure I don't end up in your spam folder. Thanks again (this is my personal email address, I'll respond if you have a question!). Phill P.S. You can read all my past newsletters here. ( https://a7046da1.click.convertkit-mail2.com/r8u98g8mwdh9udepo6b2hdovqm66h7hw6r4g/vqh3hrhpl00mx9fg/aHR0cHM6Ly9udWRnZS5jay5wYWdlLw== )​ ​ ​ ​Unsubscribe ( https://a7046da1.unsubscribe.convertkit-mail2.com/r8u98g8mwdh9udepo6b2hdovqm66h7hw6r4g )