Catalytic Results

A video series that explores complex human behaviors and applies them to strategic marketing tactics that any marketer can use.


Our brains are extremely powerful tools, but they don’t come without their flaws. Take the idea of anchoring, for example. The way it works is simple. When we need to make an estimate, we look for, and are influenced by a familiar position. It doesn’t matter where this familiar position comes from, and often we’re not even aware that we’re basing our answer on it. But once an anchor is set, we are biased toward interpreting other information relative to the anchor.  And that can cause our brain to make assumptions when it shouldn’t. In this episode of Catalytic Results, Founder Hamid Ghanadan shares a few ways marketers can use anchoring to help their audience make decisions. 

Episode SIX: Scarcity

There’s a proven reason why humans want what we can’t have. We desire scarcity.  Whether it’s gold in a vault, a Pumpkin Spice Latte only available in the Fall or early access to a social-networking service. If it’s rare, our primal brains want it. And the more scarce we perceive something to be, the more we desire it.  So in a world inundated with content ready at our fingertips, marketers just might have an advantage to playing the scarcity card — and using exclusivity as a part of their winning marketing strategy.


It’s safe to assume that people in a position of  authority are people that we listen to. Because our brains simply don’t have the bandwidth to evaluate every single decision, it looks for authoritative voices to tell us what to do. That's why we read newspapers for endorsements, listen to our doctor's advice and buy what our favorite celebrity's recommend. But did you know that our brains will react to a signal of authority, no matter who it comes from, with the same level of effectiveness?


Why is it that losing out on something is twice as action-inducing as gaining something? This is our brain leveraging the loss aversion heuristic. It’s trying to protect you from losing what it perceived to be yours. Because at the end of the day, people would much rather sacrifice a reward than lose something they have … or even perceive that they have.



To make decisions, our brains rely on what comes to mind quickly. Because an event happened more recently, our brain will overestimate its occurence, and in turn, deem it to be more significant, even if the event was unusual or unlikely. And we tend to believe that whatever comes to mind more quickly means it’s far more common and more accurate, giving unprecedented influential power to recent experiences.


Want to have a good idea of how your audience will act? There is one tried and true fundamental trait of how humans behave: It’s how they behaved before. Marketers who need to connect with technical audiences can leverage this human behavior to invoke people’s desire for consistency. And this can significantly change how an audience acts.


Episode one: Stereotypes

Are certain stereotypes getting you to act the part? We explore how self image shapes our decisions and what we can learn to use this for the better when it comes to persuading an audience. Learning this may inspire a totally different interaction with your audience than ever before.