Episode 76 Interview: 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
ep76 - Interview: 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.
Ep74 - Interview: Phil Graves, author of Consumerology, on the hidden flaws of market research
In this episode, Phil Graves, author of Consumerology, reveals why traditional market research can sometimes mislead brands. He explains the hidden flaws in surveys and focus groups, why consumers don’t understand their own decisions, and how to get closer to the truth by observing real behavior instead.
