Welcome to our latest newsletter.

This month, we look at why not all negative words have the same impact.

We look at how a sense of betrayal can make people more likely to cooperate.

Why we're OK if technology lies to us. Also how nostalgia doesn't work quite how you might expect.

Don't forget we're here to help:

🧠 Improve your marketing with psychology and data

❤️ Make your communications more persuasive.

👉 Shift your audiences' behaviour

Tell us what you're trying to do and we'll show you how we can help.

Every so often we use our Monkey Business newsletter to share useful nuggets, opinions, and findings as food for thought. Sign up here.

Not All Negative Words Are Created Equal

A recent study examines how humans process negative words, revealing that terms linked to social and physical pain evoke distinct responses. Through two experiments, researchers found that words associated with social pain elicited faster reactions compared to general negative terms, suggesting our cognitive systems prioritize these nuances.

This insight underscores the power of language. Using socially painful terms, like “disappointing,” in communications—e.g., “We’re disappointed that you’ve missed out on our latest offer”—may resonate more than simply stating “unavailable.”
 

Photo by Imagen3

Join our upcoming webinar on October 10th at 2 PM GMT 

Learn how to apply psychological principles to enhance your B2B marketing strategies. Discover why people are just as irrational in business as they are in everyday life, and gain practical insights on leveraging these behaviors for hard, commercial impact.

Don’t miss this opportunity to transform your approach and drive better results!

Places are free but limited, so secure your space now

Join us for a short, sharp Behavioural Science webinar from 1pm (UK TIME) on Tuesday 15th October

We will reveal the surprising psychology behind how business audiences make decisions. And give you practical ways to start using behavioural science to get more sales.

It’s much more irrational than you think. Whether you’re talking to SME’s, Large Corporations or even B2B2C.

We are all cognitive misers, conserving our limited brain power in the context of limitless stimuli. This means that your audiences (and you) are rarely rational in the vast majority of the decisions you make.

We will share practical, actionable advice for combining psychology and data science for measurably better results.

Don’t miss out. Save your space now.

Not sure if you can make it? Book anyway and we’ll share a recording.

Photo by Imagen3

Nostalgia: The Warm Fuzzies or the Guilt Trip?

A new exploration into nostalgia reveals its dual nature: while it can boost mood and enhance social bonds, it can also evoke feelings of loneliness and guilt, particularly in individuals with insecure attachment styles. The study highlights how nostalgia activates key brain regions like the amygdala and hippocampus, influencing emotional regulation and self-identity.

For businesses, understanding this complexity can guide marketing strategies. Crafting campaigns that tap into positive nostalgic sentiments can foster stronger customer connections, but brands should be mindful of the potential for negative associations. Embracing nostalgia can be a powerful emotional tool, but it requires careful navigation​ 

Photo by Dall-E

Cooperation in the Face of Betrayal: A Game Theory Revelation

A new study challenges traditional game theory by revealing that humans often choose cooperation even after betrayal, defying expectations. Participants in various game formats demonstrated a tendency to re-engage in collaborative efforts despite prior deceit, driven by emotional responses and social context.

For marketers, this highlights the potential to frame competitors or situations as betrayals. By positioning themselves as the trustworthy alternative, brands can leverage this emotional landscape to encourage consumer loyalty and foster a sense of collaboration

Photo by Engin Akyurt

Robots Can Lie—and We’re OK with It?

Surprising new research shows that humans are pretty comfortable with AI agents that bend the truth. In a study where AI-run restaurants fibbed about their offerings, they still won over customers. This suggests that reputation and the overall experience can outweigh perfect honesty.

For businesses, it sparks an intriguing idea: can “white lies” be used to enhance customer engagement? Think of the personal lies we like hearing—“Just five more minutes” or “I only need a few details.” When nudging customers for more information, you might soften the ask, saying something like, “It’ll only take a second,” even if it’s a bit longer. As long as the outcome is beneficial, people tend to appreciate a little harmless exaggeration​.

Photo by Imagen3

As ever, if there's anything we can help with, do get in touch.

James, Patrick and Dan

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We practically apply the science of the human mind for hard, commercial results 

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