Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How KFC used scarcity in a creative way to drum up sales
May 17, 2023
A lively look at how strategic scarcity and purchase caps can boost sales and perceived value. They spotlight a large-scale test where limiting fries purchases lifted demand dramatically. The conversation explores anchoring effects, monadic testing methods, and why rigorous behavioral experiments beat simple comparisons.
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KFC Australia Test Turned A Disclaimer Into Gold
- KFC Australia ran 90 ideas from 18 behavioral principles and tested five on Facebook.
- The winning idea (putting a purchase cap in the headline) lifted in-store fries sales by 56%.
Scarcity Is Persuasive Body Language
- False scarcity signals a promotion is so good it must be limited or margin-hurting.
- That body language makes identical offers feel more valuable to consumers.
Test With Behavioural Metrics, Not Claims
- Prioritize behavioural measures (like clicks) over what people say they want.
- Use actual behaviour as the metric when selecting which ideas to scale.