Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago, Apple branding & advertising, Innovation podcast

Episode 66 Interview with Ayelet Fishbach: Professor of Behavioral Science at the University of Chicago

Katy Milkman has described Ayelet Fishbach as the foremost expert on motivation in the world. In this episode we speak to Ayelet about her work and how marketers can harness it to change the behavior of their users. In a wide ranging conversation we discuss Ayelet’s research on variable rewards, the goal dilution effect and the problem with setting avoidance goals.

Episode Highlights

Why the way you frame progress—what’s done vs. what’s left—should change at the halfway point, and how commitment level influences the most motivating message.

Uncertain rewards spark more excitement than fixed ones. A study with truffles shows people are willing to pay more for the chance to “win,” even if the outcome may be worse.

Three key takeaways: how to frame progress to sustain motivation, why fewer brand messages can be more persuasive, and how uncertainty can increase customer engagement.