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I spend 18 hours each week turning marketing psychology into readable newsletters.
The Nature Effect Read online Are you happier outside? In one 2013 study¹ one million iPhone notifications were sent to 20,000 Brits at various times of day, over a six-month period. The app prompted participants to report their happiness. The app used in the study The phone's GPS determined if the participant was outside or inside. Turns out, those outdoors were much happier. Compared to those inside, participants outside were "significantly and substantially happier", according to the...
The Framing Effect Read online Many plant-based products are failing due to bad naming. In 2018¹, a study was conducted with 727 Brits who already ate meat. Renaming the “𝐦𝐞𝐚𝐭-𝐟𝐫𝐞𝐞 𝐛𝐫𝐞𝐚𝐤𝐟𝐚𝐬𝐭” to “𝐟𝐢𝐞𝐥𝐝-𝐠𝐫𝐨𝐰𝐧 𝐛𝐫𝐞𝐚𝐤𝐟𝐚𝐬𝐭” made diners 200% more likely to pick the plant-based option. Similarly, renaming “𝐦𝐞𝐚𝐭-𝐟𝐫𝐞𝐞 𝐬𝐚𝐮𝐬𝐚𝐠𝐞 𝐚𝐧𝐝 𝐦𝐚𝐬𝐡” as “𝐟𝐢𝐞𝐥𝐝-𝐠𝐫𝐨𝐰𝐧 𝐬𝐚𝐮𝐬𝐚𝐠𝐞 𝐚𝐧𝐝 𝐦𝐚𝐬𝐡” made it twice as popular. The paper went on to find that a Veggie Burger will be more popular if it’s called a “𝐋𝐨𝐚𝐝𝐞𝐝 𝐁𝐮𝐫𝐠𝐞𝐫”. And...
Target Timely Moments Read online Want someone to adopt a new habit? Contact them after a significant life event has occurred. This study¹ conducted by the Behavioural Insights Team proves it. They found that a promotional leaflet for a cycle share scheme in Portland, USA was nearly 4 times more effective when they targeted 𝐡𝐨𝐦𝐞-𝐦𝐨𝐯𝐞𝐫𝐬, compared to 𝘦𝘹𝘪𝘴𝘵𝘪𝘯𝘨 𝘳𝘦𝘴𝘪𝘥𝘦𝘯𝘵𝘴. BIKETOWN was launched in Portland. All residents were sent this leaflet, but focusing on new movers is more cost-effective....