In this episode, we deep dive into the irrational world of customer behaviour with legendary behavioural economist Dan Ariely. Dan reveals why we’re all predictably wrong, how tiny invisible cues can radically change price perception, and why effort makes things feel more valuable. We also unpack the real reason people fall for misinformation, how to rebuild trust in broken industries like insurance, and why letting customers choose their own price might just be your smartest move. If you want to understand what truly drives decisions — and how to use that insight to become a better marketer — this one’s unmissable.Timestamps:00:00:00 - Intro 00:00:50 - The story of Dan Ariely’s half beard 00:07:53 - Dan’s painful introduction into behavioural science 00:11:46 - Reaction to Jon’s house tragedy 00:15:11 - The hidden truths revealed by social science 00:21:43 - Invisible vs visible motivation 00:29:20 - How Dan would change insurance companies 00:33:30 - Lemonade insurance example 00:35:39 - Why the human brain is a vintage Swiss Army knife 00:38:08 - How context radically changes price perception (the relativity effect) 00:45:01 - Why you should let your customer choose their own price 00:47:11 - Why economists donate the least to charities 00:49:58 - Why effort greatly increases your price perception 01:00:06 - The real cause of misinformation and why it isn’t what you might think 01:12:18 - What will be Dan Ariely’s new book? 01:13:38 - Why we are so afraid of mistakes

Dan Ariely: the hidden forces that shape your customers' decisions