The Decision Corner Nudging against polarization: Jesse Itzkowitz
Aug 5, 2019
Jesse Itzkowitz, Senior VP and behavioral scientist at Ipsos with dual PhDs in marketing and cognitive psychology. He talks about moving from academia to applied behavioral science. He explores nudges versus sludges, brands navigating political advocacy, practical barriers to using behavioral science, and ethical framing for nudging. He also previews work on sustainability, trust, and emotions in decisions.
AI Snips
Chapters
Transcript
Episode notes
Brands Navigating Political Polarization
- Polarization makes brands riskier players in political messaging and requires predictive guidance to avoid offense.
- Restoring consumers' ability to think can help them consider opposing viewpoints and reduce polarization.
Boost Dormant Products With Three Targets
- Use behavioral science to improve noticeability, belief change, and trial for dormant product categories.
- Design claims and in-store/e‑commerce tactics that credibly attract attention and encourage trial.
Prefer Nudges Over Sludges
- Prioritize nudges that help consumers achieve goals they already hold and avoid 'sludges' that harm consumers.
- Align interventions with consumer interests to build long-term trust and avoid backlash from dark design.