Oct24
In an era where attention is the new currency, traditional marketing is no longer enough.
Behavioural science, the study of how people actually make decisions, is quietly becoming the new backbone of brand strategy.
Most brands still operate under the illusion that customers buy based on logic. In reality, 90% of decisions are emotional and subconscious. Understanding these hidden drivers isn’t just interesting, it’s essential for growth.
From framing and fluency effects to loss aversion and emotional anchoring, behavioural science gives leaders a language to explain what intuition could never quantify. It helps founders answer critical questions:
Why do people trust one brand over another?
Why does design fluency outperform advertising frequency?
And why do “rational” consumers keep making irrational choices?
When behavioural insights meet creative execution, something powerful happens, campaigns convert faster, brands feel human again, and customers sense coherence rather than manipulation.
At Accelerating Brands Lab, my work focuses on translating these scientific principles into practical frameworks for real-world environments. Whether it’s diagnosing a company’s decision architecture or redesigning messaging around emotional triggers, the goal is the same: turning behavioural clarity into business clarity.
Marketing’s future won’t belong to those who shout the loudest — it will belong to those who understand how people really think.
By Karina Karn
Keywords: AI, Behavioral Science, Business Strategy
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