Next week on the Behavior Change Podcast, we’ll speak with Matt Johnson and Prince Ghuman of Hult International Business School about how memory can be used to drive behavior change.

About Our Guests

Matt Johnson, Ph.D., is a Professor of Consumer Neuroscience and Neuromarketing, and Prince Ghuman is a Professor of Neuromarketing and Entrepreneurship at Hult International Business School. They are also co-founders of Pop Neuro, a neuromarketing blog, and co-authors of Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains.

Bias Brief: In-group/Out-group Bias

To start the episode, we’ll talk about in-group/out-group bias, which occurs whenever an individual’s world is clearly dichotomized into “us” and “them.” It can be used to influence people’s perception of the social groups to which they belong and either encourage cooperation or amplify antagonism. To learn more about this, read the full bias brief.

Episode Discussion

With the recent launch of Matt and Prince’s book Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains, we’ll spend some time talking about the premise of the book and the critical insights it provides for using behavioral science to communicate.

Here’s what we’ll cover:

  • The definition of memory and the two types of memory we all have: the explicit system and the implicit system.
  • The reasons why friction can be a good thing when you’re connecting with your audience in a memorable way. You can introduce difficulty into processing and use the dual process theory to solidify memory and engage deliberative decision making.
  • The way cognitive dissonance can encourage people to make better choices by prompting them to resolve conflicts of inconsistency.
  • The impact of peak end effect on memory, which causes someone to remember an event either positively or negatively based on peak moments or the last impression.
  • The essential role of emotion in how we process a message or event and the physiological response it can generate.
  • The way memories from COVID-19 will shape future behaviors, particularly with regard to telehealth.

Listen to the Episode

Listen to “How to Leverage the Complexities of Memory to Drive Behavior Change” on the Behavior Change Podcast to hear the full discussion.

And, learn more about how to communicate effectively with employees during COVID-19 by checking out our recent blog post on the topic.


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