Episode 63 How Hendrick's distinctive use of nostalgia explains their marketing success
In this episode we look at one of the world’s most successful gins: Hendrick’s. We explore three behavioral science principles that explain their growth: distinctiveness, consistency and nostalgia. In particular, we look at the experimental evidence from psychologists such as Von Restorff, Zajonc and Sedikides.
Episode Highlights
Breaking category norms makes brands more
noticeable by leveraging the Von Restorff effect, which
shows that distinctiveness increases consumer
attention and recall.
A study by Constantine Sedikides found that
nostalgic advertising reduces price sensitivity,
making consumers more willing to pay a premium
for products.
Key takeaways: Distinctiveness drives attention,
consistent branding builds preference, and nostalgia
can make consumers less price-sensitive.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep62 - Melina Palmer, author of What your Customer Wants and Can't Tell You
In this episode, MichaelAaron and Richard sit down with Melina Palmer to discuss her book The Truth About Pricing. She shares how brands like Hermes and Costco use behavioral science, exploring concepts like scarcity, reciprocity, and the power of in-groups.
Ep64 - Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant
Consumer psychologist Gareth Harvey joins the show to discuss how behavioral science can make retail more effective. From mood-boosting music to better offer framing, he shares real-world examples of what works—and what doesn't—when applying lab research in stores. Plus, tips for navigating tough conversations, like delivering bad news at the vet.
