Episode 89 How Halloween candy can teach marketers about choice, memory, and reward

In this special Halloween-themed episode, we explore three behavioral science principles with surprising brand applications: how variety bias can help challenger brands, why ending on a high note matters, and how uncertain rewards can drive more excitement and engagement—without costing more.

Episode Highlights

04:00 – 05:30

When kids choose candy one house at a time, they pick their favorite twice. But when they choose two at once, everyone diversifies. The same rule applies to shopping—larger baskets encourage variety.

12:00 – 13:40

Ending on a high note shapes memory. Trick-or-treaters rated candy higher when the last treat was the best one, proving that people remember experiences by how they end—not the total sum of them.

20:45 – 22:20

Uncertain rewards drive more engagement. A vending machine offering a 1-in-3 chance at a free snack outsold a fixed discount by 43 percent, showing how surprise can make incentives feel more exciting.