Behavioural Science for Marketers

PhillipAdcock

Behavioural Science for Marketers is a podcast series that explores the psychology behind consumer decision-making and how it can be applied to modern marketing. Each episode breaks down key concepts from behavioural science, like cognitive biases, choice architecture, habit formation, and persuasion, and translates them into practical strategies for brands, campaigns, and customer experiences.

Designed for marketers, brand leaders, and communicators, the series blends academic insights with real-world case studies, giving listeners actionable tools to influence behaviour ethically and effectively.

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18 episodes
monthly
Avg 21 min
English

Episodes 18

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#18
September 1 · 25 min
Module 12 - Mastering Shopper Psychology
A Podcast the explains the power of shopper psychology, emphasizing its importance for business growth and customer retention. It explains the "See, Appeal, Engage, Buy" model to help listeners dissect and understand the customer journey, detailing how to capture attention, create emotional appeal, and drive engagement through various multi-sensory techniques and an understanding of human evolution and brain function. The session also discusses optimising sales performance by recognising different shopper types and marketing approaches, and explores the impact of cognitive biases, pricing strategies, and effective communication on purchasing decisions. Ultimately, this Podcast highlights the emotional drivers behind buying behaviour and offers practical "hacks" to improve shopper interactions.
#17
August 3 · 19 min
Module 11 - The Psychology of Prices and Promotions
Here's a Podcast that specifically focusses on prices and promotions. It explores how shoppers process information using System 1 (fast, intuitive) and System 2 (slow, analytical) thinking, and how this impacts their decision-making in retail environments. Key topics include optimising promotions for attention, understanding the brain's relationship with numbers and pricing, and combating choice overload through strategic offers. The session also details various cognitive biases like hyperbolic discounting and loss aversion, the use of decoys to influence perception, and practical presentation hacks for promotional materials to enhance perceived value and drive sales.
#16
July 1 · 19 min
Module 10 - Understanding Cognitive Biases and Their Extraordinary Potential
This Podcast focuses on shopper psychology, specifically how cognitive biases influence consumer behaviour and purchase decisions. It explains what cognitive biases are, why they exist due to human evolution and brain processing (System 1 and System 2), and their importance for brands and retailers. The session explores various types of biases, including social, memory, decision-making, and probability biases, demonstrating their application in marketing and retail strategies like Prospect Theory, social proof, loss aversion, and processing fluency. Ultimately, the course aims to equip professionals with the knowledge and tools to leverage cognitive biases for increased sales and improved brand performance through effective communication.
#15
June 1 · 22 min
Module 9 - How To create More Effective Shopper Communications
This professional Podcast covers shopper psychology, a discipline focused on understanding consumer behaviour to enhance business growth. Specifically it explores and explains various aspects of effective communication with shoppers, including how human vision and emotional responses influence purchasing decisions. The session emphasises the power of images over words, the strategic use of biomimicry, and the impact of multi-sensory experiences. Furthermore, the materials explore the psychology behind copy, fonts, numbers, promotions, colours, and shapes.
#14
May 1 · 26 min
Module 8 - Hacking Human Emotion To Influence Purchasing Decisions
This session provides an overview of a professional training course focused on shopper psychology and the role of emotion in consumer decision-making. The session highlights how understanding human psychology, particularly emotional responses, can help businesses enhance brand visibility, appeal, engagement, and ultimately sales. It covers key concepts such as the "three Fs" (fight, flight, find a mate), the See, Appeal, Engage & Buy model, and the impact of multi-sensory triggers on shopper perceptions. The Podcast also distinguishes between System 1 (fast, emotional) and System 2 (slow, rational) thinking in purchasing decisions and offers practical tools like the "Why, Why, Why game" to uncover deeper emotional motivations.
#13
April 1 · 22 min
Module 7 - Decoding The Customer Journey
A Podcast that provides comprehensive details on the customer journey and shopper psychology, originally created by by expert Phillip Adcock. The session emphasises understanding how consumers make purchasing decisions, both in-store and online, by exploring various touchpoints and the psychological processes at play. Key topics include the SAEB (See, Appeal, Engage, Buy) model, graphic hierarchies for effective communication, and the five modes of shopping (Inexperienced, Experiential, Considered, Grab & Go, Impulse), which categorise different shopper behaviors. The sources aim to equip learners with strategies to optimize brand preference and sales by aligning interventions with shopper mindsets and evolutionary predispositions.
#12
March 2 · 19 min
Module 6 - Applied Psychology For More Sales
This Podcast focuses on sales performance through the lens of shopper psychology and behavioural science. It explores how understanding human evolutionary instincts and emotional drivers are paramount to influencing purchasing decisions, often before rational thought kicks in. The content emphasises practical strategies for optimising in-store and pre-store marketing, detailing the effective use of visuals, numbers, promotions, and calls to action. Additionally, it differentiates between shopper and consumer needs, addresses barriers to purchase, and highlights the significance of personalisation and priming in the sales process.
#11
February 2 · 22 min
Module 5 - Decoding Shopper Engagement
Here's an overview and summary of a comprehensive professional training course on shopper psychology, emphasising its importance in driving brand engagement and business growth. Phillip Adcock, a seasoned expert, originally designed a model for understanding shopping behaviour by breaking down the shopping process into "See, Appeal, Engage, and Buy." This Podcast explains cognitive processes like System 1 (fast, automatic) and System 2 (slow, deliberative) thinking, and how they influence purchase decisions. Furthermore, the session highlights the significance of multi-sensory engagement, processing fluency (making information easy to understand), and the impact of context, priming, and anchoring in influencing shopper perceptions and ultimately, sales. The commentary include real-world examples to help listeners apply these psychological principles to optimise in-store and online marketing strategies.
#10
January 6 · 20 min
Module 4 - The Psychology of Brand Appeal
This session focusses on driving brand appeal. The content, originally created Phillip Adcock, a veteran in consumer psychology, outlines how to understand and influence shopping behaviour through various psychological principles. Key topics covered include the impact of emotion before reason, the significance of first impressions, the power of multi-sensory communication, and the optimisation of messaging through processing fluency, humanization, and social proofing. The Podcast aims to equip professionals with the skills to enhance brand visibility, engagement, and sales by aligning marketing strategies with the inherent ways human brains process information.
#9
Dec 1, 2025 · 18 min
Module 3 - The Shopper Psychology of Brand Visibilty
This Podcast on shopper psychology, specifically focusses on driving brand appeal. The content, created by Phillip Adcock, a veteran in consumer psychology, outlines how to understand and influence shopper behaviour through various psychological principles. Key topics covered include the impact of emotion before reason, the significance of first impressions, the power of multi-sensory communication, and the optimisation of messaging through processing fluency, humanization, and social proofing. The session aims to equip professionals with the skills to enhance brand visibility, engagement, and sales by aligning marketing strategies with the inherent ways human brains process information.
#8
Nov 3, 2025 · 18 min
Module 2 - Shopper Psychology Fundamentals
Here's a Podcast on shopper psychology fundamentals and the creation of a shopper psychology playbook. The course emphasises that understanding the minds of shoppers can grow businesses by increasing sales, retaining loyal customers, and reducing communication costs, addressing a significant skills gap in the industry. It details effective learning strategies, the SAEB model (See, Appeal, Engage, Buy), and the distinction between shoppers and consumers, highlighting that effective marketing targets the purchasing decision in-store. The module also covers the evolutionary basis of attention, the role of emotion in purchasing, different shopping modes, and how to achieve marginal gains by implementing numerous small, psychologically informed changes.
#7
Oct 1, 2025 · 31 min
Module 1 - An Introduction to Shopper Psychology
This Podcast introduces a professional training course on shopper psychology, highlighting its benefits for business growth and career advancement in a rapidly expanding sector. The content explores various psychological principles that influence shopper behaviour, such as attention spans, different types of memory, and the impact of choice overload. It also details strategies for increasing product visibility and standout in retail environments, drawing on concepts like evolution, biomimicry, and the power of emotional connection to capture shopper attention effectively. Finally, the module emphasises a "test and learn" approach for optimising these strategies, providing frameworks for measuring their impact beyond just sales data.
#6
Sep 2, 2025 · 18 min
Adding Science to Design
The Podcast provides details of Creative Test, an AI-powered design analysis and optimisation engine developed by Adcock Solutions. The core concept revolves around applying behavioural science and psychology principles to evaluate the effectiveness of marketing designs, ranging from packaging to POS to digital ads. By analysing designs against a vast database of psychological insights, Creative Test provides quantifiable scores across various metrics, such as attention, appeal, engagement, and buyability. This analysis pinpoints strengths and weaknesses within a design, offering actionable recommendations for improvement to enhance shopper response and ultimately drive sales. The service also includes options for human expert commentary and bespoke training to further refine design strategies.
#5
Sep 2, 2025 · 18 min
The Psychology of Design Effectiveness
This Podcast introduces Creative Test, an AI-powered design analysis and optimisation engine developed by Adcock Solutions. The core concept revolves around applying behavioural science and psychology principles to evaluate the effectiveness of marketing designs, ranging from packaging to digital ads. By analysing designs against a vast database of psychological insights, Creative Test provides quantifiable scores across various metrics, such as attention, appeal, engagement, and buyability. This analysis pinpoints strengths and weaknesses within a design, offering actionable recommendations for improvement to enhance shopper response and ultimately drive sales. The service also includes options for human expert commentary and bespoke training to further refine design strategies.
#4
Sep 2, 2025 · 18 min
Shopper Psychology for Brands and Retailers
This Podcast explores the intricate relationship between human physiology, psychology, and the act of shopping, particularly within supermarket environments. It presents findings on how our brains, minds, and bodies are hardwired by evolution, impacting everything from how we perceive visual stimuli and process information to the role of emotions and beliefs in our purchasing decisions. The session also examines how retailers strategically target shoppers through various methods, including store layout, product packaging, and appeals to both conscious and subconscious drivers. Ultimately, it aims to empower readers to become "shopper experts" by understanding these underlying influences and making more informed marketing decisions.
#3
Sep 2, 2025 · 35 min
Using Shopper Psychology - An Introduction
This Podcast introduces the discipline of shopper psychology, a field focused on understanding and influencing consumer behaviour in retail environments. It is designed to equip individuals and businesses with skills to increase sales and profitability by aligning products with shopper motivations. Key concepts include differentiating shoppers from consumers, applying psychological principles across various shopper missions and behaviours, and utilising the "See, Appeal, Engage, Buy" model to optimise in-store interventions. The course also examines how to leverage multi-sensory communication, category-level psychology, and brand-level psychology to enhance product visibility, attractiveness, and conversion, offering practical "hacks" for aspects like pricing and promotions.
#2
Sep 2, 2025 · 20 min
Shopper Psychology for Brands and Retailers
This Podcast explores the intricate relationship between human physiology, psychology, and the act of shopping, particularly within supermarket environments. It presents findings on how our brains, minds, and bodies are hardwired by evolution, impacting everything from how we perceive visual stimuli and process information to the role of emotions and beliefs in our purchasing decisions. The commentary also examines how retailers strategically target shoppers through various methods, including store layout, product packaging, and appeals to both conscious and subconscious drivers.
#1
Sep 1, 2025 · 18 min
Shoppology: The Science of Supermarket Shopping
This Podcast reveals how and why shoppers make purchasing decisions, and how brands and retailers can use these insights to drive performance. By uncovering the psychology and behavioural triggers behind everyday shopping habits, the Podcast provides a practical framework for influencing customer choices in-store.

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