In this episode of the Influence Anyone Podcast, host Howie Chan interviews Tom Bowden-Green and Luan Wise, the co-authors of Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach. He's a professor of marketing and consumer psychology at UWE Bristol, and his hobby is collecting behavioral science theories (400+ so far). She's a top marketing consultant, an award-winning author, and a LinkedIn Learning Instructor.

They delve into how we can stop guessing what people want and start using behavioral science to make marketing matter. Luan and Tom provide a roadmap for marketers to influence their audience with the ABC approach, where they share different behavioral science theories in a way that people can apply, no matter the size or type of their organization or the channels they're using.

Want to make influencing human behavior your company's superpower? Connect with me at howiechan.com/speaking and let's talk!

Episode Breakdown:

0:00:00 Living your brand and why we collect things

0:08:11 The origins of the ABC approach

0:12:13 Understand your Audience beyond demographics

0:19:24 The debates and challenges around "Audience"

0:27:30 Create a personable and memorable Brand

0:41:26 Help people make the right Choice

0:51:25 Focus on small changes and marginal gains

0:56:20 The journey of writing the book together

From Our Guests:

Tom Bowden-Green: Website | LinkedIn | TikTok

Luan Wise: Website | LinkedIn | X

Get the book, Marketing & Psychology.

Catch up with my interview with Doug Kenrick.

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