Episode 36 Liquid Death: The Power of Smashing
Category Norms
In this episode, we take a look at the behavioral principles that empower Liquid Death and its entry
into the American market with a distinctive style.
Episode Highlights
Von Restorff Effect
The effect that makes the most distinctive thing in a group the most memorable. In a list of animals, if 9 are animals and one is a piece of furniture, you're more likely to remember the furniture than the animal.
Mere Exposure Effect
Theorized by American-Polish psychologist, Robert Zianch - The Mere Exposure Effect is the effect of frequency that drives appreciation. When people see something more, they are more likely to grow affinity or liking to it.
Resources & Useful Links
Want to dig deeper on the idea of social proof and the intention of actions gap? Here are some
additional resources that show how to make your brand more popular with consumers and the
importance of combining motivation with triggers to convert intention into action.
Keep Listening
Ep30 - Optimism Bias with Tali Sharot
How consumer behavior has the tendency to overestimate the likelihood of positive events and underestimate the likelihood of negative events
Ep31 - Costco: Loyalty Cards, Ski Trips, and the Sunk Cost Effect
How consumer behavior can be decided by loyalty programes and the theory of sunken cost
