Episode 76 David Robson, author of The Expectation Effect, on how beliefs shape behavior
In this episode we speak with David Robson, science journalist and author of The Expectation Effect. David explores how beliefs, attitudes and expectations shape our health, performance and daily experiences. He explains the fascinating science behind placebo effects, the power of mindset in influencing outcomes and the implications for behavior change messaging.
Episode Highlights
Paying more doesn’t just shift perception—it changes
experience. Higher prices can amplify enjoyment by
boosting focus and expectation, even triggering
stronger brain reward responses.
Labeling food as “low-calorie” or “fat-free” creates a
mindset of deprivation. Instead, emphasizing added
benefits like protein or flavor can lead to greater
satisfaction and satiety.
Kraft changed its recipe without telling anyone—then
revealed it months later. This delayed disclosure let
people try the new version without bias, creating trust
and avoiding backlash.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep75 - Patrick Fagan, author of Hooked, on the behavioral shortcuts that influence what we buy
We speak with behavioral scientist Patrick Fagan, author of Hooked, about what really drives consumer action. From attention-grabbing tricks to long-term habit change, we explore how data, emotion, and psychology combine to shape what people remember—and buy.
Ep77 - Hacking the Human Mind - Book Preview: Dyson
In this episode, MichaelAaron and Richard share a sneak peek of their upcoming book Hacking the Human Mind - a field guide for using behavioral science to fuel brand growth. Then, they re-visit episode 13, which explores how Dyson turned vacuums into status symbols - and what your brand can learn from it.
