Nudge

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

Why AI-generated content won't move you

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.  ---  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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This small change can make a politician electable

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. ---  Phil’s...
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When Schiphol Airport shredded 400 squirrels (and why no one was to blame)

August 25, 2025 • 37 mins
Have businesses become less accountable? If something goes wrong with your flight, train, or takeaway, you’ll probably struggle to get a helpful response from someone. Today’s guest on Nudge, economist Dan Davies, says this is by design. He calls them Unaccountability Machines, and they’re taking over. He explains that they’ve caused the world’s largest defamation settlement against Fox News, almost destroyed Boeing, and even m...
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Dissecting Zohran Mamdani’s winning marketing tactics

August 20, 2025 • 20 mins
I joined The Hustle Daily Show to chat about NYC mayoral candidate Zohran Mamdani's and how his campaign cracked the code of modern political psychology by embracing vulnerability, leading with policy over aesthetics, and masterfully triggering psychological reactance against establishment dismissal. I chatted with The Hustle Daily Show's Jon Weigell about attention economy, authenticity and psychological factors that made the Mamd...
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Did I Get It Wrong? | Revisiting Priming

August 18, 2025 • 29 mins
A few weeks back I debunked five studies on priming. But did I get it wrong?  Today’s guest on Nudge thinks I missed something.  Tune in to hear consumer behaviour expert Philip Graves explain his view on priming.  --- Phil’s book: https://shorturl.at/kzAta Phil’s consultancy: https://www.philipgraves.net/consultancy/ Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile  Connect on LinkedIn: https://www.l...
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‘New Coke’ and the marketing blunder of the century

August 11, 2025 • 29 mins
In 1985, Coca-Cola changed its flavour. You probably know that this was a complete failure. ‘New Coke’ was discontinued after just 79 days. But you probably don’t know the true reason why New Coke failed. Many claim it was due to poor market research, but today’s guest on Nudge, leading consumer behaviour expert Philip Graves, disagrees. Philip says New Coke failed not because the research was poor, but because market research...
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How your brain can reveal what you buy

August 4, 2025 • 31 mins
Paul Zak can predict what customers buy without speaking to them.  He’s even able to boost charitable donations by spraying a donor with hormones. Find out how in today’s episode of Nudge.  ---  Read Paul’s book Immersion: https://shorturl.at/YcYxu  Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile  Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/  Watch Nudge on YouTube: https://w...
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How this indie movie used psychology to beat Hollywood

July 28, 2025 • 25 mins
97% of independent films fail. Boiling Point did not. Today, I chat with executive producer Paul Mellor to learn how this movie applied psychological principles to outperform its peers and compete against blockbusters like James Bond.  --- Join the Nudge Vaults waiting list: https://www.nudgepodcast.com/vaults Paul’s 13.5 ways to grow an underdog: https://www.mellorandsmith.com/13-ways-to-grow-your-underdog-brand Paul’s agency:...
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Why naming a dish “field-grown” doubled sales

July 21, 2025 • 26 mins
How would you encourage sustainable behaviour?  You might assume logical messages work best.  Stuff like “the average three-hour flight creates ~250–400 kg of CO₂”.  But today’s guest on Nudge has tested logical messages.  And they don’t work.  Today on Nudge, Toby Park from the Behavioural Insights Team explains how renaming a meat-free dish doubled its sales. Why targeting home-movers made Americans 400% more likely to cycle...
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Three tricks Super Mario uses to keep gamers hooked

July 14, 2025 • 21 mins
Super Mario Bros is 40 years old. It’s an incredibly simple game (it takes up the same memory as a smartphone wallpaper), yet it’s incredibly popular. Over 40 million people have played it. Why? Because it’s packed with psychological tips that hook players in and keep them playing. Today, Ramli John explains the subtle behavioural science tricks Super Mario games use to keep us playing. ---  Ramli’s book EUREKA: https://www.delig...
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This single text made girls 45% more likely to get vaccinated

July 7, 2025 • 22 mins
Can one text message save 100s of girls from cervical cancer? Today on Nudge, Niall Daly and Dr Giulia Tagliaferri discuss their county-wide study involving 55,000 girls. Their experiment had some eye-opening results, so I decided to copy it. I ran my own study on my listeners to see if I could increase my sales. Did it work? Listen to find out.  My study emails: https://ibb.co/HTdMDHxT  My study results: https://ibb.co/PGRp2d1...
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A surprisingly effective way to persuade (almost) anyone

June 30, 2025 • 25 mins
It’s a psychological principle that helped end South African apartheid.  It reversed the Pope’s declining popularity.  It reduced university students’ binge drinking by 30%.  And can predict romantic breakups with 60% accuracy.  Today, bestselling author Will Storr reveals the surprisingly effective way to persuade (almost) anyone. ---  Access the bonus episode: https://nudge.kit.com/0d88279296 Read Will’s book: https://shor...
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I debunked psychology’s greatest myth

June 23, 2025 • 25 mins
I interviewed 60 Brits to debunk one of psychology’s greatest myths. Priming is one of the best-known biases in behavioural science. Kahneman mentions it 35 times in his best-selling book Thinking Fast and Slow. And yet, I’m not convinced it really works. In five separate experiments, I tested it. Does priming work, or is it a myth?  The studies:  Authenticity study: https://ibb.co/5W14DM2N Creativity study: https://ibb.co/FbxxN...
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The surprising true story behind “the greatest ad ever made”

June 16, 2025 • 26 mins
Most marketers will remember Apple’s 1984 ad.  Many consider it the “greatest ad of all time”.  But you probably don’t know that just 12 months earlier, Apple released a similar ad that failed.  Why?  Today on Nudge, bestselling author and storytelling expert Will Storr explains why.  ---  Access the bonus episode: https://nudge.kit.com/0d88279296 Read Will’s book: https://shorturl.at/yUGRC Visit Will’s website: https://www...
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Instagram failed until it made THIS simple change

June 9, 2025 • 26 mins
Instagram wasn’t always a runaway success. The first version of the app flopped.  However, the Instagram founders were taught a behavioural science model that transformed their work.  Today on Nudge, Bas Wouters, an expert behavioural science practitioner, explains Instagram's changes and how you can follow their model to improve your online marketing. You’ll learn:  How a simple question can increase reviews by 400%  Why “The...
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I tested this marketing guru’s advice. Was it a waste of time?

June 2, 2025 • 39 mins
I gave this marketing expert one hour to create an unforgettable ad.  I showed his ad to 30 Brits and measured exactly how memorable it was.  Does his marketing advice work?  Or is it a waste of time?  Listen to find out.  ---  Learn more about Voxpopme: https://www.voxpopme.com/ Kopi Luwak control ad: https://ibb.co/NgXY0HZ0 Kopi Luwak ad Louis’s variant version: https://ibb.co/ymQG433V Buy Louis's book: https://link.stfo...
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A year-long happiness experiment: Try one new thing a week (did it work?)

May 26, 2025 • 28 mins
This behavioural scientist spent one year doing a new thing every week. He tried acupuncture, gambling, day-trading and dancing. He visited Just Stop Oil meetups, cuddle workshops, and psychic readings. He killed a chicken, drank breastmilk, and bungee jumped. Did it make him happy? (And is there science to back up his ideas? --- Access the bonus episode: https://nudge.kit.com/64d1602e73 Follow Patrick’s newsletter: https://...
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Learn 7 scientifically-backed marketing tips in 27 minutes

May 19, 2025 • 27 mins
In just 27 minutes, you can learn 7 scientifically backed marketing tactics to apply to your website today.  You’ll learn:  How one word increased my email open rate by 6.4%. The tiny reward that helped a cafe generate 1,276 5-star reviews. Why adding steps increased job applicants by 20%. How “you’ll lose X” reduced customer cancellations by 90%. The irrelevant reason that boosted conversions by 41%. And the irrational addi...
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Six eco-brands using psychology to sell

May 12, 2025 • 23 mins
Oatly, Tony’s, Ecosia and more all use behavioural science to persuade you. Today, author and founder Chris Baker explains how.  You’ll learn about:  Tony’s viral advent calendar.  Oatly’s tiny change that transformed the coffee industry.  Ecosia's smart nudge to keep users hooked.  And one behavioural science principle Chris used to launch his brand.  ---  Use code Obsolete25 for 25% off Chris’s book: https://www.bloomsbury...
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Oliver Burkeman: “Most scholars worked for just 4 hours a day”

May 5, 2025 • 22 mins
Why did Charles Darwin, Virginia Woolf, and Henri Poincaré all follow the same four-hour rule? In this episode, bestselling author Oliver Burkeman returns to explain why three to four hours of focused work might be the secret to productivity and peace. Access the bonus episode: https://nudge.kit.com/d4e55ac69d You’ll learn: The 3–4 hour rule: why it worked for Darwin, Trollope, and Dickens and still works today. How to tackle o...
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