How indulgence brands can benefit from moral licensing
Behavioral Science For Brands: Leveraging behavioral science in brand marketing. - A podcast by Consumer Behavior Lab - Thursdays
Categories:
In this episode, we explore how indulgence brands like soft drinks and ice creams can use behavioral science principles. We discuss moral licensing, where people overcompensate in one area after behaving virtuously in another, and how brands like Miller and L'Oreal have applied this insight. Lastly, we examine a study by Read, showing how shoppers make different choices when picking for their current versus future selves.
