Clicksuasion Labs
Disrupt Traditional Decision Making This is the only news source for applied psychology in marketing, communication and employee engagement. We're delivering news on the trends and activities in behavioral economics, behavioral finance, and consumer psychology. From academic journals to marketing campaigns to human resources...here is the relevant and applicable applied psychology news. It's Why We Click
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Interview: Shiann Hagan Marketing Consultant
09/10/2021
Interview: Shiann Hagan Marketing Consultant
In this episode, Katana Lemelin chats with one of our newest team members, Shiann Hagan, about her recent degree from ECU, how she’s settling into the Clicksuasion family, and what she’s love about her work with a few fun questions to get you thinking. PODCAST HOST BIO Katana Lemelin is the Digital Marketing Consultant at Clicksuasion Labs. She consults with business leaders to research and craft digital marketing initiatives. Katana advises leaders on how to effectively apply communication tactics and believes each new client is an opportunity to empower a brand voice. RESOURCE LINKS LEARN MORE
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Black Friday 2021 - Crafting Consumer Experiences
08/26/2021
Black Friday 2021 - Crafting Consumer Experiences
In this episode, Katana Lemelin discusses how to craft marketing strategies for your Black Friday sales by prepping early, crafting an omnichannel approach, and enhancing your customer service and efficiency. Use consumer behavior to tailor your marketing towards expected trends and expectations for the 2021 shopping season. PODCAST HOST BIO Katana Lemelin is the Digital Marketing Consultant at Clicksuasion Labs. She consults with business leaders to research and craft digital marketing initiatives. Katana advises leaders on how to effectively apply communication tactics and believes each new client is an opportunity to empower a brand voice. RESOURCE LINKS LEARN MORE
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3 Tips to Improve Website Data
07/22/2021
3 Tips to Improve Website Data
In this episode, Katana Lemelin discusses three tips you can take to improve the data you receive from your website. This is more than 1’s and 0’s or your browser history. Katana explains the benefits of using Google Analytics to gather data on your consumer’s behavior, the importance of setting measurable KPIs to meet your goals, and how to use this information to better engage with your target audience. PODCAST HOST BIO Katana Lemelin is the Digital Marketing Consultant at Clicksuasion Labs. She consults with business leaders to research and craft digital marketing initiatives. Katana advises leaders on how to effectively apply communication tactics and believes each new client is an opportunity to empower a brand voice. RESOURCE LINKS LEARN MORE
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3 Steps to Apply Personas to Social Media Marketing
06/16/2021
3 Steps to Apply Personas to Social Media Marketing
3 Steps to Apply Personas to Social Media Marketing In this episode, Katana Lemelin shares three steps you can take to apply personas to your social media content. Katana discusses how to define your audience, craft buyer personas, and apply them to social media posts. PODCAST HOST BIO Katana Lemelin is the Digital Marketing Consultant at Clicksuasion Labs. She consults with business leaders to research and craft digital marketing initiatives. Katana advises leaders on how to effectively apply communication tactics and believes each new client is an opportunity to empower a brand voice. RESOURCE LINKS LEARN MORE
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Uncle Steven Came to Town
05/18/2021
Uncle Steven Came to Town
UNCLE STEVEN CAME TO TOWN Join Katana Lemelin and four core Clicksuasion team members for a discussion about the secretive operation codenamed ‘Uncle Steven's Visit'. On the show with Katana are Anna Silverman, Catie Fromnecht, Cyndi Fifield, and Michael Barbera. This podcast is a conversation about Clicksuasion's acquisition of Novae Design Group, unique facts about each team member, and hints about future research. PODCAST HOST BIO Katana Lemelin is the Digital Marketing Consultant at Clicksuasion Labs. She consults with business leaders to research and craft digital marketing initiatives. Katana advises leaders how to effectively apply communication tactics and believes each new client is an opportunity to empower a brand voice. RESOURCE LINKS CORE TEAM MEMBERS EXTENDED TEAM MEMBERS LEARN MORE
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Your Recap of 5 Clicksuasion Episodes
05/10/2021
Your Recap of 5 Clicksuasion Episodes
YOUR RECAP OF FIVE POPULAR CLICKSUASION EPISODES A Clicksuasion recap of 5 previous podcasts covering behavioral constructs such as the importance of time, money management, life-work balance, and consumer marketing trends for 2021. Katana Lemelin recaps discussions from guest speakers such as Dan Pink, Dan Ariely, Michael Barbera and Crystal Suetterlin. SPEAKER BIO Katana Lemelin is the Digital Marketing Consultant at Clicksuasion Labs. She works with businesses to plan, create, and put in place social media marketing plans. Katana shows businesses how to use social media as a form of communication. She believes each new client is an opportunity to empower a business to reach and exceed their goals. RESOURCE LINKs
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Urge to Splurge
04/15/2021
Urge to Splurge
Catie Fromknecht discusses how consumers may change their spending habits, buyer FOMO, and marketing tactics that may help brands capitalize on this anticipated increase in consumer She shares how consumers are likely to increase their spending following the pandemic to make-up for experiences missed during quarantine. SPEAKER BIO Catie Fromknecht is a creative thinker who is dedicated to problem solving and helping businesses develop marketing plans. She specializes in content creation, web design, and Google analytics. She has 10 years of experience working in social media and web development and holds a Bachelor’s in Business Administration & Marketing. RESOURCE LINKS For a downloadable PDF of the slide deck, click .
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Between a Rock and a Yard Space
03/17/2021
Between a Rock and a Yard Space
In this Episode Michael Barbera shares the results of several studies that identify how people perceive yard signs at their property and the home service providers who use them. Additionally, he discusses best practices for home service providers when located at client sites. Bio Dr. Michael Barbera, chief behavioral officer at Clicksuasion Labs, is an award-winning consumer psychologist and business strategist. His clients include Fortune 500 companies, and have appeared on ABC’s Shark Tank, Bravo’s Million Dollar Listing, and Gordon Ramsay’s Kitchen Nightmares. Michael’s business psychology practice includes consumer behavior, emotions, and experiences, as well as social psychology, decision-making, behavioral economics, and behavioral finance. He shares his evidence-based insights on the Clicksuasion podcast and as a dynamic TEDx presenter. Michael is a celebrated keynote speaker, and has addressed more than 200,000 people on four continents, earning more than 350,000 views online. Resource Links For a downloadable pdf of the slide deck, click .
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5 Tips for Consumer Facing Messaging
02/19/2021
5 Tips for Consumer Facing Messaging
Strengthen your relationship with customers through inspiring, clear, and relatable message framing. This webinar is designed to provide insights that could be applied to your organization’s brand with behavioral marketing, engaging visuals, and framed messages crafted to bolster brand awareness. This Clicksights webinar will focus on five current practices for crafting a positive, memorable, and effective verbal and visual messaging campaign. This session is designed for marketing directors, learning and development teams, communication directors, and those who want to develop a clear, compelling, and consistent brand experience across multiple communication and marketing channels. LEARNING OBJECTIVES Understand five relevant messaging tactics to maintain audience engagement Determine how to apply persuasive messages in marketing and communication Apply behavioral science principles to consumer-facing messaging
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Love Aversion - Zoe Chance (Rebroadcast)
02/14/2021
Love Aversion - Zoe Chance (Rebroadcast)
Would you be our Valentine? I think we click (see what we did there?) Join us for this special re-broadcast with research-practitioner, Zoe Chance as we discuss virtual dating, love, flirting, loss aversion, and online dating. Clicksuasion guest Zoe Chance is a researcher-practitioner who teaches interpersonal influence at Yale, consults with Fortune 500 firms and leading nonprofits, and keynotes internationally. She researches key sources of well-being like finding love, making healthy choices, and giving back to others. Before Yale, Zoe marketed Barbies with Mattel, earned a doctorate from Harvard, and acted on stage and film. LinkedIn
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Big Game Advert Messaging
02/09/2021
Big Game Advert Messaging
In this episode, Katana Lemelin hosts a round-table chat with Cyndi Fifield and Michael Barbara discussing the commercials released during the 2021 Big Game. The conversation focused on ads that fit into four categories (1) humor, (2) social impact, (3) COVID-19, and (4) behavioral marketing.
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The Top 6 Consumer Marketing Trends for 2021
01/28/2021
The Top 6 Consumer Marketing Trends for 2021
Clicksuasion’s annual Top 6 Consumer Marketing Trends series discusses the shifts in consumer behavior that are likely to affect how people make decisions in 2021. Join this complimentary webinar as we explore the most likely consumer top priorities and expectations for brands in an era of a global pandemic, vulnerability, uncertainty, and cultural strife. Discussion Topics How people contend with COVID-19’s economic challenges, including the “side hustle” economy What brands should do as people move more from work and public places into the home How pandemic-inspired affluence shame changes how people choose to allocate their financial resources Watch the Full Video
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Using Science to Achieve your Resolutions
12/31/2020
Using Science to Achieve your Resolutions
In this episode, we discuss incentives for goal-achievement with Jordan Goldberg, co-founder of stickK. StickK.com is a goal-setting platform that employs incentive-based behavioral economic research by Yale economists Ian Ayres and Dean Karlan. Jordan’s experience places him at the forefront of applied behavioral economics, harnessing social media trends, technology, and the power of incentives to help individuals create lasting change. Jordan Goldberg is the co-founder of , a goal-setting website based on behavioral economics research conducted by Yale economists Ian Ayres and Dean Karlan. Jordan’s experience places him at the forefront of applied behavioral economics, harnessing social media trends, technology, and the power of incentives to help individuals create lasting change. Jordan has been frequently interviewed for both print and television media, appearing on NBC’s TODAY Show and CBS NewsSunday Morning, and in The Wall Street Journal, The New York Times, and The Economist. A graduate of Yale University with a bachelor’s degree in American Studies, Jordan is also a recipient of the Yale School of Management’s Silver Anniversary Scholarship.
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The Top 5 Ads of 2020
12/21/2020
The Top 5 Ads of 2020
Most people likely entered the year 2020 with a sense of optimism and seeking a fresh start that is associated with a new year. The adage, ‘hindsight is 20/20’, is likely to hold more weight with the previous year than most others in recent history; however, we’ve learned a lot about ourselves, our wants, needs, and what we consider to be important. During the COVID-19 pandemic, several brands held their audience's attention through creative, engaging, and COVID conscious advertising. In 2020, the majority of people became physically isolated and spending priorities changed, which encouraged brands to adapt. Researchers at Clicksuasion Labs studied advertising campaigns from brands across the globe and shared their top 5 ads for 2020. The ads were chosen based on several criteria, which included the application of behavioral science, the impact on brand and consumer, time and brevity, social impact, and concern for the COVID conscious consumer. 5) 4) 3) 2) 1)
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Customer Expectations & Holiday Shipping Delays
12/11/2020
Customer Expectations & Holiday Shipping Delays
The COVID-19 pandemic has placed a strain on the shipping demand for UPS, FedEx, and the USPS. During this episode, we discuss shipping deadlines for the 2020 holiday season and how to manage customer expectations. DELIVERY SERVICE DEADLINES UPS Dec. 15 – UPS Ground Dec. 21 – UPS 3 Day Select Dec. 22 – UPS 2nd Day Air Dec. 23 – UPS Next Day Air FedEx Dec. 15: FedEx Ground and Home Delivery Dec. 21: FedEx Express Saver Dec. 22: FedEx 2Day Dec. 23: FedEx Standard and Priority Overnight U.S. Postal Service Dec. 15: USPS Retail Ground Dec. 18: First-Class Mail Dec. 19: Priority Mail Dec. 23: Priority Mail Express
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SalesPOP! Interview with Dr. Michael Barbera
11/12/2020
SalesPOP! Interview with Dr. Michael Barbera
Why do people decide to purchase one item instead of another one? In this Expert Insight Interview, Michael Barbera discusses consumer psychology and sales and marketing alignment. Dr. Michael Barbera is a Chief Behavioral Officer at Clicksuasion Labs, an award-winning consumer psychologist with many 500 Fortune clients, business strategist, speaker, and teacher of consumer psychology. This Expert Insight Interview discusses: The consumer psychology baseline How to control the variables How to build trust in B2B
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Crafting Effective Digital User Experiences
11/10/2020
Crafting Effective Digital User Experiences
Damien Sandoval of the Clicksuasion Labs Computer Science team gives tips on creating persuasive user experiences.
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Measuring Uncertainty with Hypothetical Distance in Written Language
09/21/2020
Measuring Uncertainty with Hypothetical Distance in Written Language
According to the Construal-Level Theory of psychological distance (Trope and Liberman 2010), hypothetical distance refers to the likelihood of an event and having access to or possessing an object. Hypothetical distance is a customer-centric measurement. The reference point is a customer’s current situation and the previous experiences associated with it. Hypothetical distance is said to be close for likely and certain events and distant for unlikely and uncertain events. Customers’ uncertainty evaluations can be measured with a hypothetical distance in language. The prediction is that for events the customer deems likely, s/he will use concrete and detailed words in the written message. For events deemed unlikely, s/he will use abstract and vague words. Hence, if the writer thinks it is likely that COVID-19 will impact his or her life, concrete words are likely to be used. Otherwise, abstract words are likely to be used. Hypothetical distance measures uncertainty. It is one of the four distance dimensions, e.g. temporal, social, and spatial, of psychological distance and extends to events, e.g. COVID-19, and objects, e.g. brands. Extant research shows that psychological distance influences preferences and decision-making. ABOUT THE RESEARCHER Dr. Simone Griesser studies consumer and brand language on the basis of psychological theories and concepts to explain consumer perception, evaluation, and decision making. She wrote her thesis about the psychological distance of brand association and brand communication at Warwick Business School (GB). In addition to her Ph.D., she worked part-time for the and presented her research at the Association of Consumer Research, European Marketing Association Conference, Society for Personality and Social Psychology. Before starting her Ph.D., Simone spent over a decade in the tourism, hospitality, and education industry and has thus a profound understanding and appreciation for business processes and solutions. Simone works at the Institute for Market Supply and Consumer Decision-Making at the School of Applied Psychology FHNW where she conducts applied research teaches and coaches student projects.
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Quarantine UX
09/14/2020
Quarantine UX
The definition or meaning of UX is changing. What was once considered a service of convenience has now become essential. COVID-19 has changed the perspective of the user where it’s not about complex CRM systems or bonus points. Has all the investment made towards in-store experience gone to the dumps? Will this be changed for good or is it temporary? Do we know it all? The answers are no but one thing is for sure: habits and behaviors will be rewritten. Whether you are a small business owner or a marketer, this session will help you enhance user experience and usability by adapting during these unusual times where we all are struggling. Learn how companies around the world are staying relevant to their customers. ABOUT THE PRESENTER Chetna Teckchandani works with BetterSpace, a UK based mental health start-up with a focus on improving customer success. Prior to this, she consulted a micro-insurance start-up for reducing drop-out rates during the customer buying journey. She comes with a background in marketing management with an interest in analyzing motivational influences on behavior and interpreting psychological insights. Recorded at the Consumer Uncertainty Conference, May 2020
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Effects of Words and Photos on Consumer Behavior
09/08/2020
Effects of Words and Photos on Consumer Behavior
Are you selling lipstick? You should be. When consumers are strapped for cash, they tend to splurge on small, indulgent items in place of the big-ticket items they are unwilling or unable to buy. During the Great Depression and WWII, women treated themselves to premium lipstick. The trend became known as the lipstick effect. Over time, lipstick has evolved into mascara, wine, chocolates, coffee, even kitchen linens. No matter what the new “lipstick” is, it still remains that in times of economic distress, consumers will buy something that lets them forget about their financial problems. During this talk, we will dive into the framing effect and how negative (loss) and positive (gain) words and photos affect consumer behavior and how you can use this information to market your new lipstick. Remember, where the brain goes, the wallet follows. Recorded at the Consumer Uncertainty Conference - May 2020 ABOUT MARIA GENUALDI Maria is a behavioral scientist who analyzes behavioral patterns to identify what your audience really wants. She translates statistical jargon into practical solutions to maximize ROI. She has used qualitative and quantitative research to design entrepreneurial incubators, solicit donations, select juries, and respond to government RFP’s. Maria is fascinated with the role psychology plays in our decision-making process, specifically, the effects of framing in complex decisions. Maria holds a master’s degree in behavioral economics from the Chicago School of Professional Psychology. If you are having trouble figuring out why your audience isn’t happy after you gave them exactly what they asked for…you’re describing her dream project. The good news is that she has more time to sip coffee and collect data now that she’s been demoted from her position as a personal chauffeur to her newly licensed 16-year-old son.
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Employee Engagement Fireside Chat with the West San Antonio Chamber of Commerce
09/04/2020
Employee Engagement Fireside Chat with the West San Antonio Chamber of Commerce
Kristi Villanueva of the West San Antonio Chamber of Commerce, Sunita Trevino of the Brain Coach, and Michael Barbera of Clicksuasion Labs discuss employee engagement, resilience amongst COVID-19, and human decision-making.
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Coping Consumption and COVID-19
09/01/2020
Coping Consumption and COVID-19
Recorded at the Consumer Uncertainty Conference, Dr. Samanthika Gallage shared research about consumer decision-making and coping during the COVID-19 pandemic. The COVID-19 pandemic has forced consumers to change their consumption behaviours swiftly. More than 200 countries are on lockdown and consumers are living and consuming in their own confined spaces. They deal with anxiety and stress in their day-to-day lives. Are they using consumption to cope with the situation? If so, what do they consume to deal with the situation? How have they changed their consumption habits? As marketers, are we supporting them enough? What is our role in this? The session will provide some insights into these questions. Dr. Samanthika Gallage is an expert in consumer behaviour especially in the areas of ethical and sustainable aspects of consumption. She completed her doctoral degree from the Nottingham University Business School, UK, and currently works as a lecturer in Marketing at Staffordshire Business School, UK. Her research interest is in the area of Transformative Consumer Research (TCR) and she has been working on projects focusing on subsistence communities, vulnerable consumer groups, coping consumption, and social marketing. Prior to joining academia, she has been working as a brand manager in the FMCG industry. She has presented her work in various international conferences and published in high quality refereed journals. Recorded: May 2020
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Hurricane Deathtron 3000 | rebroadcast
08/26/2020
Hurricane Deathtron 3000 | rebroadcast
Fear-based messages are likely to be persuasive; however, “full-fear” could backfire and damage the message’s impact. Hurricanes are also fearful, but most people prefer to remain in their homes when a named-storm is approaching. During this episode, Hurricane Deathtron 3000, Dr. Michael Barbera, and Clicksuasion contributors Cara Cuite and Rebecca Morss discuss how fear-based messages and hurricane names could persuade people to evacuate. Dr. Rebecca E. Morss is a Senior Scientist at the National Center for Atmospheric Research in Boulder, Colorado, where she is also Deputy Director of the Mesoscale and Microscale Meteorology Laboratory. She has interdisciplinary expertise in weather forecasting systems and risk communication, with an emphasis on high-impact weather including hurricanes, floods, and tornadoes. Her research focuses on the communication and interpretation of hazardous weather risks, the use of uncertain weather-related information in decision making, and weather hazard prediction and predictability. She has served in multiple national and international leadership roles, including on several U.S. National Academies of Science and Engineering committees and as an elected Councilor of the American Meteorological Society. Dr. Morss received a B.A. from the University of Chicago and a Ph.D. from the Massachusetts Institute of Technology. Cara Cuite is an Assistant Extension Specialist in the Department of Human Ecology at Rutgers University. Dr. Cuite is a health psychologist who studies community food security, risk communication and public perceptions of food-related issues, including food safety and genetically engineered foods. Recent projects have focused on communicating about weather-related emergencies as well as interventions to reduce household food, energy, and water use. Her work has been funded by the National Science Foundation, the United States Department of Agriculture, the National Center for Food Protection and Defense, New Jersey Sea Grant, and Johnson & Johnson. She received her Ph.D. in Psychology from Rutgers University and a B.S. in Psychology and Modern Languages from Union College.
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Clicksuasion's 2020 Marketing Trends
02/27/2020
Clicksuasion's 2020 Marketing Trends
Clicksuasion Labs shares their recommendations for the marketing trends in 2020 based on behavioral science and neuroscience.
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Love Aversion with Zoe Chance [rebroadcast]
02/14/2020
Love Aversion with Zoe Chance [rebroadcast]
Happy Valentines Day... During this episode, Zoe and Clicksuasion host, Michael Barbera, discuss virtual dating, love, flirting, loss aversion, and online dating. Join Clicksuasion for this episode as Zoe Chance explains how individuals make search choices when choosing a partner. Clicksuasion guest Zoe Chance is a researcher-practitioner who teaches interpersonal influence at Yale, consults with Fortune 500 firms and leading nonprofits, and keynotes internationally. She researches key sources of well-being like finding love, making healthy choices, and giving back to others. Prior to Yale, Zoe marketed Barbies with Mattel, earned a doctorate from Harvard, and acted on stage and film. --- Your Behavioral Valentine Roses are red Violets are blue I'd never opt-out Of being with you
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Crystal's Goodbye
01/20/2020
Crystal's Goodbye
Crystal Suetterlin made a home at the lab from August 2018 through January 2020. Crystal was the lab's relationship curator and she contributed to research and the Clicksuasion podcast. Crystal's final day at the lab will be Wednesday, January 22nd. We are sad to see her leave and grateful for the memories she left at the lab. We wish Crystal much success in her next journey and we will always have her back. Kick butt Crystal...we already miss you.
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Pricing Strategies with Behavioral Economics
01/12/2020
Pricing Strategies with Behavioral Economics
Clicksuasion’s Pricing Matrix includes six pricing methodologies. Competitive Pricing Price Skimming Penetration Pricing Cost Plus Value-based Pricing Behavioral Pricing Crystal Suetterlin hosts this episode and shares the advantages, disadvantages and the application of behavioral economics to each pricing strategy.
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Incentives to Achieve our Goals [rebroadcast]
12/30/2019
Incentives to Achieve our Goals [rebroadcast]
In this episode, we share insights incentives for goal-achievement with Jordan Goldberg, co-founder of stickK. Goal setting can be overwhelming. The average New Year's Resolution is evidence of overzealous goal setting that is unachievable. Jordan Goldberg applies psychology to goal setting, and more importantly, goal completion. is a goal-setting platform that employs incentive-based behavioral economic research by Yale economists Ian Ayres and Dean Karlan. Jordan’s experience places him at the forefront of applied behavioral economics, harnessing social media trends, technology and the power of incentives to help individuals create lasting change. Jordan Goldberg is the co-founder of stickK.com, a goal-setting website based on behavioral economic research conducted by Yale economists Ian Ayres and Dean Karlan. Jordan’s experience places him at the forefront of applied behavioral economics, harnessing social media trends, technology and the power of incentives to help individuals create lasting change. Jordan has been frequently interviewed for both print and television media, appearing on NBC’s TODAY Show and CBS News Sunday Morning, and in The Wall Street Journal, The New York Times, and The Economist. A graduate of Yale University with a bachelor’s degree in American Studies, Jordan is also a recipient of the Yale School of Management’s Silver Anniversary Scholarship
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Top 5 Ads of 2019 | Clicksuasion Labs
12/23/2019
Top 5 Ads of 2019 | Clicksuasion Labs
Marketing campaigns are likely to succeed because of a behavioral component. Marketing campaigns are likely to fail because of a behavioral component. Which emotions and triggers are you targeting and how does it affect your audience? Clicksuasion Labs breaks down the top 5 ads of 2019 and why we believe these are the top ads. Some will make you cheer, some will make you cry and some will make you hear things to enhance thirst. Behavioral science is active in marketing...here are the top 5 marketing campaigns of 2019. View the ads at
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Sex Sells...or Does It?
12/16/2019
Sex Sells...or Does It?
This research examines how a consumer’s political ideology affects their attitudes toward an advertised product. The findings demonstrate when politically conservative consumers view advertisements that include LGBT imagery and male models (versus female models). H1: For politically conservative consumers, the presence of (supposedly) gay male (vs. female) models in an advertisement will have a negative influence on attitudes towards the advertised product. H2a: For politically conservative (vs. liberal) consumers, the presence of gay male (vs. female) models will cause higher levels of disgust. H2b: For politically conservative (vs. liberal) consumers, the presence of gay male (vs. female) models will have a negative influence on attitudes toward the ad. H2c: For politically conservative (vs. liberal) consumers, the negative influence of gay male (vs. female) models on attitude towards the product will be mediated by disgust and attitude toward the ad in a serial mediation. The researchers for this study include: Gavin Northey, The University of Auckland, New Zealand Rebecca Dolan, The University of Adelaide, Australia Felix Septianto, The University of Auckland, New Zealand Patrick van Esch, Central Queensland University, Australia Michael Barbera, Clicksuasion Labs, United States The full study can be viewed at
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