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PODCAST

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.

business marketing

All Episodes

24:24

Learn psychological pricing in 24 minutes

Nudge ·

2026/04/06

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. --- Listen to the bonus episode: https://nudge.kit.com/a737588e58 Markus’ book: https://amzn.to/46Hetcg Unlock the Nudge Vaults:

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28:46

Will Guidara: How Cognac solved a major problem at...

Nudge ·

2026/03/30

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. --- Listen to the bonus episode: ⁠https://nudge.kit.com/aeea58886f⁠ Will’s book Unreasonable Hospitality: ⁠https://amzn.to/4tPrMl8⁠ Will’s new book The Field Guide:

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36:13

How this fraudster sold fake Scottish tea to the rich...

Nudge ·

2026/03/23

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 Scottish tea-tasting menu. Barack Obama reportedly tried his tea, and the Queen loved it. Tam’s

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35:20

Will Guidara: “Here’s how I built the world’s #1...

Nudge ·

2026/03/16

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. --- Listen to the bonus episode: https://nudge.kit.com/aeea58886f Will’s book Unreasonable Hospitality: https://amzn.to/4tPrMl8 Will’s

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25:39

Can this “magic” number change your behaviour?

Nudge ·

2026/03/09

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. --- Markus’ book: https://amzn.to/46Hetcg Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Join 10,534 readers of my newsletter:

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30:29

Are we all just status-seeking monkeys?

Nudge ·

2026/03/02

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. --- Subscribe to the Nudge Newsletter (and get a surprise gift): https://nudge.kit.com/subscribe Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Watch Nudge

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24:00

“These two words increased sales by 18%.” Robert...

Nudge ·

2026/02/23

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 how changing just two words could increase your sales. --- Unlock the Nudge Vaults:

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26:38

When you can’t stop seeing the thing you’ve just...

Nudge ·

2026/02/16

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. --- Come to Uplift Live: https://uplift-live.com/ (Use code NUDGE to get £50 off) Tom and Luan’s book: https://amzn.to/49aZnh3 Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Join 10,428 readers of my newsletter:

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26:26

The Psych-Trick Behind One of the Decade’s Fastest...

Nudge ·

2026/02/09

HelloFresh is one of the fastest-growing companies of the past 20 years. And it’s down to one, relatively simple behavioural science tactic. --- Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at ⁠gwi.com/spark⁠ Read Mehdi’s book: https://amzn.to/48ORuO2 Here's Medhi's website: https://tinyurl.com/ymnu6jty Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Watch

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24:16

Real-world examples of cognitive biases

Nudge ·

2026/02/02

Most of us are completely oblivious to the cognitive biases that dictate how we live our lives. Today, with Tom Bowden-Green and Luan Wise, we cover seven cognitive biases that all of us fall for. --- Tom and Luan’s book: https://amzn.to/49aZnh3 Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at ⁠gwi.com/spark⁠ Join 10,428 readers of my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn:

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27:13

“This common pricing strategy is completely wrong!”...

Nudge ·

2026/01/26

“Say you’ve calculated your price and it comes out at £120,121. Most would round it down to £120,000. That’s completely wrong.” That’s what Robert Cialdini told me on the latest episode of Nudge. He also explained why the Prime energy drink first succeeded and then flopped. How Disney kept us hooked on classic movies. And how he applies the authority bias to sell his own products. --- Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at

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26:34

Robert Cialdini: “This study on 6,700 websites proved...

Nudge ·

2026/01/19

This study analysed 6,700 websites in an unprecedented A/B test. The results proved something that Dr Robert Cialdini had been preaching for years. Today, on Nudge, Robert Cialdini joins me again, covering another of his seven principles of persuasion. And I share a marketing lesson that (I think) every business needs to know. --- Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at gwi.com/spark Read Cialdini’s bestseller Influence:

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23:44

The Secret Behind KFC’s Success

Nudge ·

2026/01/12

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. --- Read Richard’s book: https://a.co/d/fEW7amQ Sign up for my newsletter:

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30:49

Why is it so hard to say no?

Nudge ·

2026/01/05

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 of Cornell University. She studies how social pressure and

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28:53

The top 9 tips from 55 Nudge episodes in 2025

Nudge ·

2025/12/29

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. ---- 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-agnew/ Watch Nudge on YouTube:

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20:44

The nudge that persuaded Aussies to stop speeding

Nudge ·

2025/12/22

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. --- Watch the bonus episode: https://nudge.kit.com/66dcb18641 Adam’s agency: https://thinkerbell.com/ Adam’s books: https://amzn.to/431eYfD Sign up for my newsletter:

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20:15

Don’t listen to this podcast

Nudge ·

2025/12/15

Seriously. Don’t listen to this episode. Whatever you do. Don’t. Press. Play. (Warning: this episode contains explicit language.) --- 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.youtube.com/@nudgepodcast/ --- Today’s sources Driscoll, R., Davis, K

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21:04

Why We’re Irrationally Loyal to Amazon Prime

Nudge ·

2025/12/08

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. --- Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Richard’s book:

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27:52

Robert Cialdini: "Everyone Should Memorise This...

Nudge ·

2025/12/01

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. --- Cialdini’s Influence Unleashed Event: https://cialdini.com/decevent Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Cialdini’s bestseller

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24:25

Why Everyone’s Suddenly Drinking Aperol Spritz

Nudge ·

2025/11/24

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. --- Check out the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Hacking The Human Mind: https://a.co/d/fEW7amQ Sign up for my newsletter:

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287 results

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