Breaking the Code
Behavioral science is a cornerstone of modern marketing practice, but much of what passes itself off as behavioral science is just bs. Good social science gives us the insights and roadmap we need to change behavior, but bad social science just muddies the water and tarnishes the social sciences. As behavior change is a core objective of marketing, getting behavioral science right is crucial. Join us as two behavioral scientists sound off on what is, and isn't, good social science, from a variety of disciplines covering new topics every podcast.
Your hosts: Brad Davidson, PhD and Sonika Garcia, MPH - Medical Anthropology Strategists at Havas Health & You.
Breaking the Code
How Can We Sell the Idea of "Less" When We Are Wired to Want "More"?
Wanting "more" of anything we like seems to be a default human setting, even to the point of problematic excess. A packed closet means we have clothes to wear, an overstuffed fridge means we can eat, and a full wallet means we can buy even more of whatever we please. When Mae West famously said "too much of a good thing is wonderful", she probably wasn't thinking of a world awash in plastic garbage and a juvenile diabetes crisis that has sharps containers in middle schools throughout the US. This default heuristic that "more is better" has a counterpoint in "less is more", which is both paradoxical and a rallying cry for those who believe in "moderate consumption" throughout history (Lisa Kondo is not the originator of the minimalist aesthetic).
Listen as we discuss both phrases and provide instances where more is more but where less is also more. The key is in the value framing of what's being offered and in making sure we are communicating what we gain--even with "less", the reward is "more".
If you have any questions, feedback, or just want to say hi, email us at medicalanthropology@havas.com
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