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Richard Shotton27 April 2020

Psychology, Advertising & Human Behaviour - Richard Shotton - #163

0Frameworks
11Insights

Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 2

Myth Buster29:00

Why Rhyming Slogans Are More Believable

Rhyming phrases are perceived as more truthful due to 'rhyme-as-reason' effect. Despite being dismissed by marketers as uncool, rhyming slogans are more memorable and believable, yet their use has declined.

  • Rhyming proverbs are rated as more believable than non-rhyming ones.
  • People deny rhyme affects them, but data shows otherwise.
  • Rhyming increases mental fluency, which we confuse with truth.
  • Despite evidence, rhymes are underused due to peer pressure.

“Rhyming proverbs are seen as significantly more believable.”

Guest · 30:00
#advertising#psychology#rhyme#memory
Myth Buster40:00

There Is No Trust Crisis in Brands

Despite widespread claims of a 'trust crisis,' long-term data shows trust in brands and institutions is flat or slightly rising. The myth leads to wrong solutions, when proven trust-building techniques already exist.

  • Trust in brands has not declined over time.
  • Adelmann, YouGov, and AA data all show stable or rising trust.
  • Favorability of advertising is down, but trust is not.
  • Misreporting leads to misguided strategies.

“There is no evidence that trust is dropping.”

Guest · 43:00
#trust#marketing#data#myth

Explainer· 5

Explainer00:00

How Breaking Norms Signals High Status

The 'red sneaker effect' shows that people who break social norms—like scruffy dress at formal events—are perceived as higher status. This was demonstrated in academic conferences where the most cited, successful scholars dressed less formally, defying expectations.

  • People who break social norms are seen as higher status.
  • Francesca Gino's study found an inverse correlation between formal dress and academic citations.
  • High-status individuals can afford to break norms without penalty.
  • This effect may extend to brands that break category norms.

“There's an idea called the red sneaker effect... people who break social norms are seen as higher status.”

Host · 00:00
#psychology#status#norms#behavior
Explainer03:30

Why Distinctiveness Beats Formula in Ads

Effective ads must be noticed first, and distinctiveness is key. Rather than follow formulas, advertisers should identify category norms and deliberately break the ones maintained only by tradition to stand out.

  • Distinctiveness increases noticeability.
  • The von Restorff effect shows rare items are better remembered.
  • Following norms makes ads invisible; breaking them captures attention.
  • Use category norms as a checklist to decide which to break.

“The biggest task an advert has is to be noticed.”

Guest · 03:30
#advertising#psychology#memory#marketing
Explainer09:00

How Mood Impacts Ad Effectiveness

People in a good mood are more likely to notice and like ads. Studies show mood influences attention and recall, meaning brands should consider emotional context when placing ads.

  • People in a good mood recall ads more accurately.
  • Bad moods reduce ad noticeability and likability.
  • Mood affects how benefits and prices are perceived.
  • Creative can influence mood, making ads more effective.

“People were much more likely to notice the ads when they were in a good mood rather than the bad mood.”

Guest · 09:30
#advertising#mood#recall#behavioral-science
Explainer48:00

Why Saying 'Don't Do It' Backfires

Telling people not to engage in bad behavior by highlighting how common it is (e.g., 'many steal wood') actually increases it. This 'negative social proof' removes the sense of transgression.

  • Highlighting bad behavior makes it seem normal.
  • In Petrified Forest, theft increased when told others did it.
  • Government campaigns often use this incorrectly.
  • Better to emphasize positive norms.

“If you tell people that everyone else is doing this, they think it can't be that bad.”

Guest · 49:30
#behavioral-science#social-proof#advertising#psychology
Explainer58:00

How the Peak and End Shape Memory

People remember experiences based on the peak moment and the end. Disney and hospitals use this by overestimating wait times or ending with a gift, making the experience feel better.

  • Memory is shaped by peak and end moments.
  • Colonoscopy patients preferred longer, less painful endings.
  • Disney overestimates wait times to surprise positively.
  • Restaurants give free ice cream at exit to end on a high.

“The peak and the end moment are disproportionately likely to be remembered.”

Guest · 59:30
#psychology#customer-experience#memory#behavior

Story· 1

Story67:00

How Skull Gloves Reduced Factory Accidents

Ogilvy created gloves with skeleton prints for factory workers, reminding them of vulnerability. This simple, low-cost intervention reduced accidents by making risk feel real, blending behavioral insight with creative design.

  • Gloves featured skeleton prints as a risk reminder.
  • Workers felt more vulnerable and acted more cautiously.
  • Combined behavioral insight with creative execution.
  • Low-cost, high-impact safety intervention.

“It was a constant reminder of their vulnerability.”

Guest · 68:30
#behavioral-science#design#safety#story

Q&A· 1

Q&A77:00

Why Price Gouging Backfires

Raising prices during crises is seen as unfair. The ultimatum game shows people reject unfair offers even at personal cost, meaning brands risk long-term damage for short-term gain.

  • People punish unfair behavior even when it costs them.
  • 82% see price hikes during snowstorms as unfair.
  • Fairness norms are stronger in crises.
  • Short-term profit risks long-term trust.

“82% of people say that's not fair.”

Guest · 78:30
#ethics#pricing#behavior#crisis

Tool· 2

Tool21:00

Using the Generation Effect for Memorability

The generation effect shows people remember information better when they generate it themselves. Ads like Cancer Research's 'OBESITY' campaign used blanks to engage the audience, boosting recall by 14%.

  • People remember self-generated content better.
  • Cancer Research ad used missing letters to trigger recall.
  • The effect works because mental effort increases memorability.
  • Can be applied creatively beyond literal blanks.

“People were 14% more likely to remember words they had to generate themselves.”

Guest · 23:00
#memory#advertising#psychology#recall
Tool44:00

How Expensive Ads Build Believability

Costly signaling theory suggests that extravagant ads—like big budgets, whitespace, or prime placements—signal credibility because only confident brands would waste money.

  • Expensive ads are seen as more believable.
  • Running in The Times feels more credible than The Sun.
  • Unnecessary whitespace signals confidence.
  • Public, costly commitments increase trust.

“The believability of a message rises with its perceived expense.”

Guest · 44:00
#advertising#trust#signaling#psychology