ABOUT THIS EPISODE
Behavioral science is often treated like a list of biases you bolt onto a campaign. But that’s selling it short. It's really about understanding how real people decide in real contexts.
Jen Clinehens, founder of Choice Hacking, joins the show to explain why context beats any single 'rule,' why social proof can backfire, and why marketing is really about the memories you leave behind.
From the peak-end rule and IKEA's cinnamon buns to the false consensus trap that makes brands assume everyone thinks like they do, Jen shares the principles — and the stories — that separate behavioral science done well from behavioral science done to sound clever.
Listen to the full episode to learn:
- Why behavioral science is far more than 'nudging' — and what actually sits under the umbrella
- Why context, not a list of biases, is the single most important thing to take from behavioral science
- How social proof can backfire, using a real QSR drive-thru example
- Why 'marketing is memory making' and how the peak-end rule shapes customer experience
- How to defend testing — and why the customer's behavior always beats the theory
- Why the false consensus effect makes brands misjudge their own customers
- Where to start applying behavioral science, and why you should watch what customers do, not what they say
Jump to:
[00:00] Intro — behavioral science is more than nudging
[03:50] What behavioral science actually is (and isn't)
[08:44] Why context is the #1 takeaway
[09:41] When social proof backfires: the QSR drive-thru
[15:09] Marketing is memory making: the peak-end rule
[16:43] Anchorman, the Apple Store, and IKEA cinnamon buns
[22:06] Always test: hypotheses vs. customer behavior
[26:28] Brand as context: Chanel vs. Walmart
[30:21] Why brands misread customers: false consensus effect
[35:01] Getting out of the weeds (the theme park story)
[38:26] How to get started with behavioral science
[41:45] Watch what people do, not what they say
Connect with Jen:
LinkedIn: https://uk.linkedin.com/in/jenclinehens
Choice Hacking: https://www.choicehacking.com/
About the Everything Clicks podcast:
Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.
📣 Subscribe now for more insights on creating digital experiences that convert.
📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/
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