Episode 75 Interview: Patrick Fagan, author of Hooked, on the behavioral shortcuts that influence what we buy
In this episode we speak with Patrick Fagan, behavioral scientist and co-founder of the consultancy Capuchin Behavioral Science. Patrick is the former lead psychologist at Cambridge Analytica, author of Hooked and co-author of Free Your Mind. He shares insights into the hidden drivers of consumer behavior, how data and psychology intersect and why marketers should tap into the irrational mind.
Episode Highlights
We notice what feels personal. The brain acts like a bouncer, admitting info like our name, emotions, and cultural cues—just like hearing your name across a noisy room.
Surprise grabs attention in two ways: physical cues like motion or sound, and conceptual oddities that defy expectations—both trigger memory and deeper engagement.
People with similar ages or backgrounds can have vastly different personalities and motivations. Demographics alone often miss the deeper traits that truly influence behavior.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
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.
Ep73 - Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work
In this episode, MichaelAaron and Richard sit down with Rory Sutherland to explore why irrational ideas often outperform logical ones in marketing. From reverse benchmarking to the power of perception, Rory shares how small behavioral insights can drive big brand value—and why most companies are missing the point.
