400+ Behavioral Science Theories Decoded: an ABC Guide to Supercharge Your Marketing
In this episode of the Influence Anyone Podcast, host Howie Chan interviews Tom Bowden-Green and Luan Wise, the co-authors of Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach. He's a professor of marketing and consumer psychology at UWE Bristol, and his hobby is collecting behavioral science theories (400+ so far). She's a top marketing consultant, an award-winning author, and a LinkedIn Learning Instructor.
They delve into how we can stop guessing what people want and start using behavioral science to make marketing matter. Luan and Tom provide a roadmap for marketers to influence their audience with the ABC approach, where they share different behavioral science theories in a way that people can apply, no matter the size or type of their organization or the channels they're using.
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Episode Breakdown:
0:00:00 Living your brand and why we collect things
0:08:11 The origins of the ABC approach
0:12:13 Understand your Audience beyond demographics
0:19:24 The debates and challenges around "Audience"
0:27:30 Create a personable and memorable Brand
0:41:26 Help people make the right Choice
0:51:25 Focus on small changes and marginal gains
0:56:20 The journey of writing the book together
From Our Guest:
Tom Bowden-Green: Website | LinkedIn | TikTok
Luan Wise: Website | LinkedIn | X
Get the book, Marketing & Psychology.
Catch up with my interview with Doug Kenrick.
The Influence Anyone Podcast
The #1 podcast on applied influence psychology. Each episode, Howie Chan, a veteran brand and behavior strategist sits down with world experts and practitioners to uncover the hidden psychology that helps you influence yourself (mastering your mindset, habits, and decisions) and get buy-in from others (your team, clients, and audiences.) Together, we turn science into playbooks you can apply to lead, persuade, and create extraordinary success.
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