Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant
Apr 17, 2025
Gareth Harvey, a former professor of consumer psychology and now a director at Decide, discusses the practical implications of behavioral science for brands. He shares insights on how retailers can effectively frame special offers and utilize music to enhance the shopping experience. The conversation delves into the challenges of translating academic research into real-world retail strategies, such as creating engaging store atmospheres. Harvey also highlights the importance of understanding consumer behavior and employing analytics to better influence purchasing decisions.
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Cost Cuts Affect Mental Accounting
- Removing subdivided in-store sections reduces mental accounting and can deter spending.
- Stores lack experimental data to prove cost-cutting moves don't hurt sales overall.
Internal Competition Blocks Sharing
- One retailer refused to share a 7% sales uplift test success between departments due to internal competition.
- This led to redundant repeat projects and wasted resources, showing poor knowledge sharing.
Emotional Journey in Stores
- Boots excels by creating an emotional shopping journey with highs and normal zones to enhance consumer engagement.
- Positive mood boosts spending globally more than bad moods, which only increase specific impulse buys.