In this episode of the Influence Anyone Podcast, host Howie Chan interviews Tom Bowden-Green and Luan Wise, the co-authors of Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach. He's a professor of marketing and consumer psychology at UWE Bristol, and his hobby is collecting behavioral science theories (400+ so far). She's a top marketing consultant, an award-winning author, and a LinkedIn Learning Instructor.

They delve into  how we can stop guessing what people want and start using behavioral science to make marketing matter. Luan and Tom provide a roadmap for marketers to influence their audience with the ABC approach, where they share different behavioral science theories in a way that people can apply, no matter the size or type of their organization or the channels they're using.

Want to make influencing human behavior your company's superpower? Connect with me at howiechan.com/speaking and let's talk!

Episode Breakdown:

0:00:00 Living your brand and why we collect things

0:08:11 The origins of the ABC approach

0:12:13 Understand your Audience beyond demographics

0:19:24 The debates and challenges around "Audience"

0:27:30 Create a personable and memorable Brand

0:41:26 Help people make the right Choice

0:51:25 Focus on small changes and marginal gains

0:56:20 The journey of writing the book together

From Our Guests:

Tom Bowden-Green: Website | LinkedIn | TikTok

Luan Wise: Website | LinkedIn | X

Get the book, Marketing & Psychology.

Catch up with my interview with Doug Kenrick.

Want prospects to become customers and passers-by to become fans? Sign up for the Behavioring Blueprint, my FREE 7-day email course.

Get people to buy into your ideas and offers!

Join the FREE Influence Anyone newsletter. Each week, I uncover a proven playbook from world experts and scientific research to influence human behavior – including your own.

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Produced by Ideablossoms

Hosted on Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Influence Anyone Podcast, host Howie Chan interviews Paco Underhill,  the bestselling author of Why We Buy and the Godfather of Retail Behavioral Research. They delve into  how our environments silently shape what we notice, what we want, and what we buy.

In a rapidly changing landscape, Paco points out the biggest changes in the world of business that happened and that are coming our way. He also shares  small changes to the environment, either physical or digital, that can make huge impacts in terms of sales and customer loyalty.

Finally, find out how you influence when you're trying to get a yes.

Take the FREE Influence Style Quiz and discover how you naturally influence others.

Episode Breakdown:

0:00:00 The origins of Paco's influential work

0:06:52 The six biggest changes of  the past decades

0:15:47 Small things that can make huge buying impact

0:26:02 Responsible consumers and ethical merchants

0:33:17 Navigating the digital customer experience

0:45:16 Three things any business owner needs to know

0:49:41 The two biggest influences in Paco's life

From Our Guest:

Website

LinkedIn

Email

Instagram

Get the books, Why We Buy, What Women Want, and more.

Get people to buy into your ideas and offers!

Join the FREE Influence Anyone newsletter. Each week, I uncover a proven playbook from world experts and scientific research to influence human behavior – including your own.

📩 Go to: www.howiechan.com/sub

Follow, subscribe, and don’t forget to leave a rating and review!

Produced by Ideablossoms

Hosted on Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Influence Anyone Podcast, host Howie Chan simplifies powerful ideas from psychology, behavioral science, and world experts into a playbook you can apply to influence yourself and others and create extraordinary success.

He delves into  why your brain is wired to fit in and be forgettable and how that instinct is quietly killing your brand, your influence.

Howie shares  the signs behind what it means to stand out. He explores the fear that keeps you invisible, then provides two proven ways for you to be remembered, respected, and ultimately chosen.

Finally find out how you influence when you're trying to get a yes?

Take the FREE Influence Style Quiz and find out how you naturally influence others.

Episode Breakdown:

0:00:00 The Von Restorff effect and why it matters

0:07:43 The ancient programming keeping you invisible

0:11:55 The What and How Framework to stand out

From Me:

Website

LinkedIn

Instagram

Catch up with my conversation with the fabulous Sam Horn on Episode 30.

The Matrix clip.

Watch the Dollar Shave Club ad with the What and How.

Get people to buy into your ideas and offers!

Join the FREE Influence Anyone newsletter. Each week, I uncover a proven strategy from world experts and scientific research to influence human behavior – including your own.

📩 Go to: www.howiechan.com/sub

Follow, subscribe, and don’t forget to leave a rating and review!

Produced by Ideablossoms

Hosted on Ausha. See ausha.co/privacy-policy for more information.