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
June 29, 2026 • 39 mins
World-leading behaviour change expert Katy Milkman details how to change your habits.
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Katy’s book: https://amzn.to/3RF63xA
Katy’s podcast: https://www.schwab.com/learn/choiceology
Katy’s newsletter: https://www.katymilkman.com/newsletter-milkman-delivers
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June 22, 2026 • 31 mins
In December 2018 Gatwick Airport shut down. 109 eyewitnesses reported sighting 170 drone flights over the airport.
All flights were grounded, and the nation braced for a terrorist attack.
But what if those sightings weren’t real but instead an imagination caused by expectations?
In today’s episode with award-winning science journalist David Robson, we explore the science of the expectation effect.
Lin...
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June 15, 2026 • 23 mins
The broken windows theory suggests that one broken window can cause a neighbourhood to descend into disrepair. But is it true?
Today, with the award-winning professor Leidy Klotz, we investigate the broken windows theory and explain how environments shape our behaviour.
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Leidy’s book Subtract: https://amzn.to/4df4duk
Leidy’s latest book In a Good P...
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June 8, 2026 • 40 mins
Octopus Energy went from £0 in revenue to £12 billion in 10 years.
Today, on Nudge, I chat with their first employee Pete Miller, who explains how they used nudges to grow.
Hear why they:
1) Encourage customers to spin a wheel to reward metre readings.
2) Give away free electricity at 4pm.
3) Play you the number one song from the year you turned 14.
4) And gave away 40,000 electric blankets...
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June 1, 2026 • 28 mins
The Enhanced Games, hosted in Las Vegas last Saturday, made a bold claim.
With the use of performance-enhancing drugs, enhanced athletes would break not just personal records but world records.
And the end goal? To sell those same drugs to the masses.
It’s arguably the biggest marketing stunt of the year so far, and today on Nudge I reveal the psychology behind it.
Did the Enhanced Games succeed? Listen ...
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May 25, 2026 • 23 mins
In this episode, I chat to Pete Miller, part of the co-founding team at Octopus Energy, who helped design one of the most recognisable new logos in Britain.
Hear how Octopus used two proven psychological principles to build a logo people remember (and why those same principles are being ignored by most of the industry).
You'll learn:
- Why a distinct logo made one beer taste 5% better
- How a 1933 German study explains wh...
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May 18, 2026 • 21 mins
In Singapore, a group of runners charge 50p per kilometre to run on strangers' Strava accounts.
That's how far people will go to look fit online.
This episode explains the psychology behind why being watched changes everything.
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Owain’s book: https://amzn.to/4smVtrP
Owain’s company CogCo: https://cogco.co/
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May 11, 2026 • 24 mins
Professor Richard Wiseman searched for the world’s funniest joke.
He found it.
But it wasn’t what he expected.
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Richard’s book Quirkology: https://amzn.to/4shYOJ6
Richard’s book 59 Seconds: https://amzn.to/3Pf9pWI
Richard’s SubStack: https://richardwiseman.substack.com/
Join 11,934 readers of the Nudge Newsletter: https://www.nudgepodcast.com/mailing-list
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May 4, 2026 • 25 mins
Three thousand years ago, Odysseus tied himself to a mast to resist the Sirens.
He didn't trust his willpower, so he removed the choice entirely.
Today, Owain Service, co-founder of the Behavioural Insights Team and CEO at CogCo, calls that a commitment device.
And modern evidence shows it works for everything from saving money to staying married.
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Owain&r...
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April 27, 2026 • 30 mins
Warning, you’ll hear a lie in this episode.
You won’t be told it's a lie.
And 29% of those who listen probably won’t spot the lie. But if you listen till the end, you’ll learn the proven tips to spot lies like these.
Today on Nudge, Professor Richard Wiseman explains:
1) How to spot a liar
2) What makes someone lucky
3) If we’re really separated by six connecti...
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April 20, 2026 • 29 mins
There's a pill on Amazon called Fukitol.
It contains nothing. And yet people buy it, swear by it, and give it five stars.
Today, Nir Eyal explains the remarkable science behind why placebos work.
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Listen to the bonus episode: https://nudge.kit.com/40414a1b44
Nir’s book Beyond Belief: geni.us/beyondbelief
Nir’s free belief change guide: nirandfar.com/belief-change
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April 13, 2026 • 27 mins
Professor Richard Wiseman wanted to discover the world’s #1 chat-up line.
But in doing so, he discovered several secrets behind human psychology.
On today’s Nudge he covers:
1) Why councils shouldn’t pay people to sweep litter
2) How a saleswoman doubled her likeability
3) The picture Richard uses to never lose his wallet
4) And the #1 chat-up line
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Richard&rsqu...
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April 6, 2026 • 24 mins
I get a lot of questions about pricing.
Should I start with our most expensive item first?
Should I use precise prices instead of rounded ones when negotiating?
Should I name competitors when comparing prices?
Today, with pricing expert Dr Markus Husemann-Kopetzky we work through eight different psychological pricing tips in just 24 minutes.
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March 30, 2026 • 28 mins
Most restaurants have a major problem.
Paying the bill.
Give the bill too early, and the customer feels rushed. Too late, and they feel ignored.
To solve this problem (and many more), Will Guidara turned to behavioural science.
And his solution helped his restaurant become the world’s best.
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Listen to the bonus episode: https://nudge.kit.com/aeea58886f
Will’s book Unreason...
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March 23, 2026 • 36 mins
In 2015, the media became obsessed with one man’s attempts to grow tea in the Scottish Highlands.
The BBC profiled him on the One Show. Radio reporters flocked to interview him. Even the Chinese national news agency reported his work.
Tam O’Braan (as he was then known) was the first to ever sell Scottish tea, and the press went wild.
Fornum and Mason bought his leaves. The Dorchester created a new S...
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March 16, 2026 • 35 mins
Will Guidara is the co-founder and restaurateur behind the world’s best restaurant.
But Will’s not a standard restaurateur. He didn’t just focus on creating the best food.
He used psychology and behavioural science to build the best experience.
Listen to learn how his restaurant became #1 by using anchoring, reciprocity and many more psych principles.
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March 9, 2026 • 25 mins
Do nine-ending prices really work?
Will £9.99 sell more than £10.00? Can it be used for high-quality products? What about hedonic products? Can it be used on speed limits?
For years this debate has raged on. But today on Nudge, I speak with pricing expert Dr Markus Husemann-Kopetzky to settle the argument.
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March 2, 2026 • 30 mins
Today on Nudge, Professor Katie Slocombe shares how chimpanzees handle power, build alliances, and jostle for status in their troop.
It’s the first time on Nudge that we’ve looked at the primate roots of leadership and influence, with plenty of insight into how we humans behave at work (and everywhere else). Don’t miss it.
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February 23, 2026 • 24 mins
16 years ago a chain of Chinese restaurants wanted to increase sales without changing the price.
They didn’t change the product.
The service.
The chef.
The food.
Instead, they changed two words on their menu and increased sales by 18%.
The restaurants used the advice of today’s guest on Nudge, Robert Cialdini.
Today, Cialdini explains the social proof principle, sharing h...
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February 16, 2026 • 26 mins
I watched Home Alone and suddenly started hearing the theme tune everywhere.
I thought I was going insane.
But Tom Bowden-Green and Luan Wise explained that I actually fell for a fairly well-known bias.
A bias you’ve almost certainly experienced as well.
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Tom and Luan’s book: https://amzn.to/49aZnh...
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