Hello, curious cat
This week, we’re celebrating the wonderful world of behavioural science, a.k.a the study of why we really do what we do.
From hidden motives to financial mistakes, from marketing magic to everyday ‘irrationality’, these ten books will change the way you see human behaviour (and yourself).
1. Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland
It’s no secret that we’re Sutherland groupies, and we devoured this book as soon as it was published. In his trademark witty style, he explains why seemingly irrational ideas often have the greatest impact. For example, Red Bull would have sounded like madness before it launched (a foul-tasting soft drink in a small can that was twice the price of a Coke), yet it turned out to be the opposite. The overall message: the best solutions come from psychology, not spreadsheets, and we should embrace the weird and oddball in our thinking if we want outsized results.
Interesting excerpt:
“When I say that Red Bull ‘tastes kind of disgusting’, this is not a subjective opinion. Before Red Bull launched outside of Thailand, it’s rumoured that a research agency tested its flavour with Western consumers — and had never seen a worse reaction to any proposed new drink. The feedback was almost angry: ‘I wouldn’t drink this piss if you paid me to.’
And yet, Red Bull has been wildly successful. Six billion cans sold each year fund a Formula 1 team on the side. That’s alchemy — success born from ideas that make no rational sense. The logical approach would have said: make it taste nicer, make it cheaper, make it bigger. Instead, Red Bull did the opposite — and it worked.”
2. Influence: The Psychology of Persuasion by Dr Robert Cialdini
This is one of the most life-changing books you can read. It distils the six universal principles (reciprocity, authority, liking, scarcity, social proof, and commitment) that underpin every transaction in life, from love and relationships to business and negotiation. We’re all in the business of selling something, and this is an indispensable guide to getting more of what you want.
Interesting excerpt:
“A university professor decided to test the rule of reciprocation in a simple way. He sent Christmas cards to a sample of complete strangers. The response? Cards came pouring back from people who had never met or even heard of him. They received a card, so they sent one in return. No questions asked.”
“This simple exchange shows one of the most potent weapons of influence: the rule of reciprocity. If someone gives us something, we feel obligated to give something back — whether it’s a favour, a concession, or even a smile. The rule is so deeply ingrained that it operates even when the original favour was uninvited.”
“The Hare Krishna Society, for example, revolutionised street fundraising in the 1970s. Instead of merely asking for donations, they gave passers-by a flower first — a small, unwanted gift. The moment the flower was accepted, the rule of reciprocity took hold, and donations soared. Most people didn’t even want the flower; they simply wanted to escape the discomfort of feeling indebted.”
3. Spent: Sex, Evolution, and Consumer Behaviour by Geoffrey Miller
Why do we buy what we buy? Miller suggests that our purchases are really just mating displays designed to show off our intelligence, status, and fitness. It’s a fascinating look at consumer behaviour through an evolutionary lens and helps explain well-worn life cliches like the middle-aged man buying himself a red sports car! It doesn’t hurt that it’s also very funny.
Interesting excerpt:
“Humans ornament ourselves with goods and services more to make an impression on other people’s minds than to enjoy owning a chunk of matter — a fact that renders ‘materialism’ a profoundly misleading term for much of consumption. Many products are signals first and material objects second. Our vast social-primate brains evolved to pursue one central social goal: to look good in the eyes of others. Buying impressive products in a money-based economy is just the most recent way to fulfill that goal….
Consider why the world’s most intelligent primate buys a Hummer H1 Alpha for $139,771. It’s not fast, efficient, or reliable. But it’s a signal — an expensive, loud, steel-plated mating call that says: ‘I have resources to waste.’
4. Small Change: Money Mishaps and How to Avoid Them by Dan Ariely & Jeff Kreisler
Why are so many of us bad with money? In this witty account, Ariely and Kreisler explain how small behavioural tweaks (like reframing spending, noticing hidden costs, or adding friction to bad habits) can lead to massive improvements in your finances over time. Think of it as personal finance but with a behavioural science twist.
Interesting excerpt:
“Marketers know that once we possess something – a TV package, some furniture, an AOL disc – our perspective will shift. We’ll value that product or service more than we would if we had never owned it. Companies employing trial offers are using the same business model as drug dealers: First one’s free. Then we’re hooked and begging for more. We’re not saying broadband providers are like drug cartels, but we are saying we could stay home and watch most shows online instead (and with our own drug of choice: beer, wine, cigarettes or a pint of Chunky Monkey).”
5. The Choice Factory: 25 Behavioural Biases That Influence What We Buy by Richard Shotton
We’re a big fan of Richard, so much so that we made a course with him! The Choice Factory was his first book and is a modern classic for marketers. In it, he breaks down 25 psychological biases that shape everyday behaviour (from social proof to scarcity) and shows how we can use them ethically to make advertising more effective. A smart and practical guide that’s easy to dip in and out of.
Interesting excerpt:
“In 1966, Elliot Aronson, a Harvard psychologist, asked students to listen to a recording of someone taking part in a quiz. Half the group heard a recording of a contestant who got 92 per cent of questions right and the other half heard the same contestant spill a cup of coffee over himself at the end of the recording. The clumsy contestant was rated as significantly more likeable. Aronson argued that his mistake increased his approachability – he seemed less austere, more human.
Jenny Riddell and I recreated this idea using cookies. We offered people two identical biscuits – one with a rough edge, one perfect. Two-thirds preferred the imperfect biscuit. It seems a small flaw can make things more appealing.
Advertisers have understood this for decades. Volkswagen admitted the Beetle was “Ugly but it gets you there.” Avis confessed, “We’re only No.2, so we try harder.” Stella Artois made a virtue of its high price with “Reassuringly expensive,” and Guinness turned a flaw – how long it takes to pour – into a strength: “Good things come to those who wait.”
Honesty, humility and imperfection humanise a brand. When brands acknowledge shortcomings, they come across as authentic – and authenticity is in short supply. As Aronson observed, “People who are viewed as competent are liked better when they commit a blunder than those who are seen as infallible.” Brands that embrace imperfection show confidence. They signal, “We’re so good we can afford to admit a flaw.”
Any other great books you’d add to the above list? Let us know…
Big love,
Chris & the 42courses team x
