Nudge

• ‘New Coke’ and the marketing blunder of the century

  In 1985, Coca-Cola changed its flavour. You probably know that this was a complete failure. ‘New Coke’ was discontinued after just 79 days. But you probably don’t know the true reason why New Coke failed. Many claim it was due to poor market research, but today’s guest on Nudge, leading consumer behaviour expert Philip Graves, disagrees. Philip says New Coke failed not because the research was poor, but because market research is inherently flawed. Want to understand the biggest marketing blunder of the century? Listen to today’s Nudge. ---  Phil’s book: https://shorturl.at/kzAta Phil’s consultancy: https://www.philipgraves.net/consultancy/ Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile  Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/  Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/ --- Today’s sources: Dutton, D. G., & Aron, A. P. (1974). Some evidence for heightened sexual attraction under conditions of high anxiety. Journal of Personality and Social Psychology, 30(4), 510–517. Graves, P. (2010). Consumer.ology: The market research myth, the truth about consumers and the psychology of shopping. Nicholas Brealey. Hasel, L.E. & Kassin, S.M. (2009). On the presumption of evidentiary independence: Can confessions corrupt eyewitness identifications? Psychological Science, 20(1), 122. McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379–387. Nisbett, R. E., & Wilson, T. D. (1977). Telling more than we can know: Verbal reports on mental processes. Psychological Review, 84(3), 231–259.

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• How your brain can reveal what you buy

  Paul Zak can predict what customers buy without speaking to them.  He’s even able to boost charitable donations by spraying a donor with hormones. Find out how in today’s episode of Nudge.  ---  Read Paul’s book Immersion: https://shorturl.at/YcYxu  Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile  Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/  Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/ --- Today’s sources:  Nisbett, R. E., & Wilson, T. D. (1977). Telling more than we can know: Verbal reports on mental processes. Psychological Review, 84(3), 231–259. Rogers, R. W., & Mewborn, C. R. (1976). Fear appeals and attitude change: Effects of a threat’s noxiousness, probability of occurrence, and the efficacy of coping responses. Journal of Personality and Social Psychology, 34(1), 54–61. Zak, P. J. (2022). Immersion: The science of the extraordinary and the source of happiness. Lioncrest Publishing.

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• How this indie movie used psychology to beat Hollywood

  97% of independent films fail. Boiling Point did not. Today, I chat with executive producer Paul Mellor to learn how this movie applied psychological principles to outperform its peers and compete against blockbusters like James Bond.  --- Join the Nudge Vaults waiting list: https://www.nudgepodcast.com/vaults Paul’s 13.5 ways to grow an underdog: https://www.mellorandsmith.com/13-ways-to-grow-your-underdog-brand Paul’s agency: https://www.mellorandsmith.com/ Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile  Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/  Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/ --- Binet, L., & Carter, S. (2018). How Not to Plan: 66 ways to screw it up. APG/Matador. Cialdini, R. B. (2016). Pre‑suasion: A revolutionary way to influence and persuade. Simon & Schuster. Ryan, J. D., & Cohen, N. J. (2004). The nature of change detection and online representations of scenes. Journal of Experimental Psychology: Human Perception and Performance, 30(5), 988–1015. Trott, D. (2019). Creative Blindness (and How to Cure It): Real‑life stories of remarkable creative vision. Harriman House. van den Broek, E., & den Heijer, T. (2024). The Housefly Effect: How nudge psychology steers your everyday behaviour. Bedford Square Publishers.

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• Why naming a dish “field-grown” doubled sales

  How would you encourage sustainable behaviour?  You might assume logical messages work best.  Stuff like “the average three-hour flight creates ~250–400 kg of CO₂”.  But today’s guest on Nudge has tested logical messages.  And they don’t work.  Today on Nudge, Toby Park from the Behavioural Insights Team explains how renaming a meat-free dish doubled its sales. Why targeting home-movers made Americans 400% more likely to cycle. How social norms can increase sales by 20%. And the reframing led the majority of Brits to choose energy-efficient fridges.  ---  Watch the bonus episode: https://nudge.kit.com/27720ca0ad Connect with Toby on LinkedIn: https://www.linkedin.com/in/toby-park-67773279/  Read Toby’s Net Zero Report: https://shorturl.at/Wy8RP How to Build a Net Zero Society: https://shorturl.at/0PcRk Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list  Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/  Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/  --- Sources:  Das, G., Spence, M. T., & Agarwal, J. (2021). Social selling cues: The dynamics of posting numbers viewed and bought on customers' purchase intentions. International Journal of Research in Marketing, 38(4), 994–1016. Kirkman, E. (2019). Free riding or discounted riding? How the framing of a bike share offer impacts redemption. Journal of Behavioral Public Administration, 2(2), 1–10. Park, T., Whincup, E., Parker, F., & Bhura, A. (2024). Net Zero communications, marketing and public engagement: Why we need it, and what we can learn from past case studies [Report]. Behavioural Insights Team. Shotton, R. (2018). The Choice Factory: 25 behavioural biases that influence what we buy. Harriman House. Sparkman, G., & Walton, G. M. (2017). Dynamic norms promote sustainable behavior, even if it is counternormative. Psychological Science, 28(11), 1663–1674. Turnwald, B. P., Boles, D. Z., & Crum, A. J. (2017). Association Between Indulgent Descriptions and Vegetable Consumption: Twisted Carrots and Dynamite Beets. JAMA Internal Medicine, 177(8), 1216–1218. Vennard, D., Park, T., & Attwood, S. (2019). Encouraging Sustainable Food Consumption By Using More-Appetizing Language.

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• Three tricks Super Mario uses to keep gamers hooked

  Super Mario Bros is 40 years old. It’s an incredibly simple game (it takes up the same memory as a smartphone wallpaper), yet it’s incredibly popular. Over 40 million people have played it. Why? Because it’s packed with psychological tips that hook players in and keep them playing. Today, Ramli John explains the subtle behavioural science tricks Super Mario games use to keep us playing. ---  Ramli’s book EUREKA: https://www.delightpath.com/book/eureka Ramli’s website: https://www.delightpath.com/ Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/ Visit the new website: https://www.nudgepodcast.com/ ---  Sources:  Alter, A. L. (2023). Anatomy of a breakthrough: How to get unstuck when it matters most. Simon & Schuster. Allen, E. J., Dechow, P. M., Pope, D. G., & Wu, G. (2017). Reference-dependent preferences: Evidence from marathon runners. Management Science, 63(6), 1657–1672. Fishbach, A. (2022). Get It Done: Surprising lessons from the science of motivation. Little, Brown Spark. Graves, P. (2010). Consumer.ology: The truth about consumers and the psychology of shopping. Nicholas Brealey Publishing. Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal‑gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research, 43(1), 39–58. Music by Koji Kondo, © 1985 Nintendo

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