Nudge
Nudge is the UK's #1 marketing podcast, breaking down the hidden psychology behind what we do and why we do it. No BS, just smart, science-backed insights that actually work.
Episodes
January 12, 2026 • 23 mins
KFC keeps its recipe secret.
It’s stored in a vault in an unknown location.
Only two KFC executives know the ingredients.
Neither are allowed to fly on the same plane.
But this secrecy is illogical. The recipe isn’t important.
Today on Nudge, Richard Shotton explains how the secrecy makes customers more loyal.
He shares his favourite ad of all time, and we run one of his experiments on you.
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Read Richard’s book: ...
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January 5, 2026 • 30 mins
In 1963, the Milgram experiments revealed something unsettling.
Most people kept administering what they believed were painful electric shocks, not because they wanted to, but because they couldn’t bring themselves to say no.
In this episode, my guest shares why we agree to extra projects, unpaid favours and unreasonable requests even when we know we shouldn’t.
I’m joined by behavioural scientist and physician Dr Sunita Sah o...
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December 29, 2025 • 28 mins
In today’s special end-of-year episode, you’ll hear the best insights from Nudge in 2025.
Hear from Prof. Gerd Gigerenzer, Richard Shotton, Bas Wouters, Philip Graves, Prof. Matt Johnson and a Behavioural Insights Team director.
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Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/phill-agn...
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December 22, 2025 • 20 mins
How would you encourage Australians to drive slower?
That’s what today’s guest on Nudge, Adam Ferrier, had to do.
Being an applied behavioural scientist, he tackled this challenge in a novel way.
Listen to hear about his interesting campaign, how Jaws killed surfing and the secret behind Derren Brown’s “hypnosis” trick.
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Watch the bonus episode: https://nudge.kit.com/66dcb18641
Adam’s agency: https://thinkerbell.com/
A...
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December 15, 2025 • 20 mins
Seriously.
Don’t listen to this episode.
Whatever you do.
Don’t.
Press.
Play.
(Warning: this episode contains explicit language.)
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Adam’s agency: https://thinkerbell.com/
Adam’s books: https://www.amazon.co.uk/stores/author/B07K5R1MTX
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/
Watch Nudge on YouTube: https://www.youtu...
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December 8, 2025 • 21 mins
2 out of 3 internet users in the USA pay for Prime.
Yet, most of them are irrationally loyal.
They feel like the subscription provides more cost savings than reality.
Today, on Nudge, Richard Shotton and I explore the behavioural science behind Amazon Prime.
We look at the sunk-cost fallacy and pennies-a-day effect to explain why so many are irrationally loyal to Amazon Prime.
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Subscribe to the Nudge Vaults: https://...
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December 1, 2025 • 27 mins
His book Influence sold 5 million times.
He’s known as the Godfather of Influence.
He’s arguably the best-known behavioural science practitioner.
And he’s finally (after years of pestering) joining me on Nudge.
Ladies and gentlemen, today I present:
Robert Cialdini and the persuasion principles that EVERYONE should memorise.
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Cialdini’s Influence Unleashed Event: https://cialdini.com/decevent
Unlock the Nudge Vaul...
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November 24, 2025 • 24 mins
It’s the most popular cocktail in America.
But prior to 2015, almost nobody had heard of it.
So, how did Aperol Spritz become the world’s drink of choice?
By leveraging a well-known behavioural bias in a totally unique way.
Join Richard Shotton as he explains why suddenly everyone started drinking Aperol Spritz.
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Check out the Nudge Vaults: https://www.nudgepodcast.com/vaults
Read Hacking The Human Mind: https://a.c...
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November 17, 2025 • 20 mins
My guest on today’s episode of Nudge has spent decades studying leaders.
I asked Prof. Adam Galinsky to share his top five (evidence-backed) leadership tips.
Want to become a better leader?
This is the episode for you.
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Watch the bonus episode: https://nudge.kit.com/a53ff22931
Read Adam’s book: https://amzn.to/4htZCGc
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://...
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November 10, 2025 • 21 mins
In 1989, The Simpsons released Itchy & Scratchy & Marge.
It’s a classic Simpson’s episode filled with slapstick humour, dry jokes, and smart gags.
And yet, behind all the humour, there’s an important lesson about leadership.
Today, Chief Behavioural Scientist Micheal Hallsworth explains what Marge Simpson can teach you about leadership.
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Read the Hypocrisy Trap: https://amzn.to/47vhxbj
Sign up for my newsletter: htt...
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November 3, 2025 • 28 mins
Are inspiring leaders born or are they made?
That’s what Adam Galinsky, the Columbia Business School professor, has spent the past two decades studying inspiring leaders.
On today’s episode of Nudge, he shares his groundbreaking research into inspiration, reciprocity, repetition and visionary statements that reshaped how I saw leadership.
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Read Adam’s book: https://amzn.to/4htZCGc
Sign up for my newsletter: https://www...
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October 27, 2025 • 23 mins
Britain’s most popular pint has a major flaw.
It takes 2 minutes to pour.
This should put people off. Most of us don’t love waiting at the bar.
And yet, despite this flaw, one in every nine British pints sold is Guinness.
Why?
Well, today’s guest, behavioural scientist Richard Shotton, says it’s down to some evidence-backed consumer psychology.
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Read Hacking The Human Mind: https://amzn.to/47lpcbT
Sign up for my n...
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October 20, 2025 • 23 mins
Five Guys was the fastest-growing fast food chain in the world.
And that’s partly due to one clever bit of menu psychology.
Today on Nudge, Richard Shotton explains:
- The psychology behind the Five Guys menu
- How Kraft made a healthier Mac & Cheese (without losing customers)
- Why 99% of marketers would have ruined Pumpkin Spice Latte
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Read Hacking The Human Mind: https://amzn.to/47lpcbT
Sign up for my newsletter...
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October 13, 2025 • 24 mins
In 2020, the UK government told its citizens not to meet in groups of more than two.
Despite this rule, the UK government were caught holding lockdown-breaking parties, which involved the Prime Minister.
This ultimately led to Boris Johnson’s resignation in July 2022, but why?
Why did this specific scandal make voters so angry?
Today, with the Chief Behavioural Scientist at the Behavioural Insights Team, Michael Hallsworth,...
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October 6, 2025 • 26 mins
Kipp Bodnar is HubSpot’s CMO. He’s also an AI expert. Today, I interview him about how he uses AI, how he expects marketing teams to change, and his four tips to help you adopt AI in your business.
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The Loop Marketing Playbook: https://clickhubspot.com/45054c
Kipp’s podcast: https://www.youtube.com/@MATGpod
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/...
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September 29, 2025 • 23 mins
In 2011, Coca-Cola introduced a white version of their Coca-Cola can. The drink inside was identical to original Coca-Cola, but customers drinking from this white can hated the taste.
The white can made buyers think the Cola tasted worse.
To explain why, I need to delve into the science of sensehacking. With Professor Adrian North, I’ll explain why tennis players grunt loudly, why cars smell different when new, how a tablecloth...
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September 22, 2025 • 37 mins
Is the classic forming, storming, norming, performing model wrong? In this episode of Nudge, Professor Colin Fisher challenges one of the most famous team-building frameworks and reveals what really drives teams to succeed.
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Read Colin’s book: https://amzn.to/4oaY9Yc
Reading the Mind In the Eyes: https://embrace-autism.com/reading-the-mind-in-the-eyes-test/#test
Sign up for my newsletter: https://www.nudgepodcast.com/maili...
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September 15, 2025 • 28 mins
Ever felt like your team isn’t pulling its weight or sat through a meeting where nothing gets done? In this episode of Nudge, Professor Colin Fisher reveals why sometimes it’s actually better to work alone than in a group.
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Read Colin’s book: https://amzn.to/4oaY9Yc
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/
Watch Nudge on Y...
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September 8, 2025 • 24 mins
Most people prefer AI art until they know it’s AI-generated.
Today on Nudge, Professor of Consumer Psychology Matt Johnson explains why.
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Watch the bonus episode: https://nudge.kit.com/5fa3398dfb
More on Matt's books, work and newsletters: https://www.neuroscienceof.com/
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/
Watch ...
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September 1, 2025 • 25 mins
What determines who you vote for?
You probably think it's due to rational reasons.
Economy. Sustainability. Immigration. Growth.
But research shows that your choice of vote isn’t as logical as you might expect.
In fact, all of our votes can be swayed by a largely irrelevant factor.
And this factor can be used to change what we eat, wear, drink and buy.
Hear how, on today’s episode of Nudge with Phil Graves.
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Phil’s...
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