How advertisers make us spend money

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What do Beatles member Sir Paul McCartney?

YouTube Megastar Mr Beast.

And former Facebook executive Cheryl Sandberg all have in common.

All being discussed in the new season of Good Bad Billionaire, the podcast which explores the lives and fortunes of the world's super rich.

That's good bad billionaire from the BBC World Service.

Listen now, search for good bad billionaire wherever you get your BBC podcast.

Got another six minutes? We have lots more to help you with your English. Try real easy English to learn from natural English conversations, or learn some English from the biggest news stories from around the world. Search BBC Learning English in your podcast app to find our other programs, or find much more at bbclearningenglish.com.

Hello, this is Six Minute English from BBC Learning English. I'm Pippa.

And I'm Phil. What's the last thing you bought and why did you buy it?

Uh I bought a new pair of headphones recently because my old ones broke and I did lots of research to try and find a good pair. How about you?

Um, I bought a soft drink on the way to work this morning. It might be because I saw someone I like promoting it in an advert. We call this a celebrity endorsement, but why do they work? Let's start by hearing from Ben Jones, a behavioural research expert, speaking to BBC World Service Programme Business Daily.

When we're unsure, we don't know what to do, it's kind of easy to follow the lead of those who we think are credible or knowledgeable. It's a mental shortcut, it's something that helps us navigate uncertain times or or make quick choices. Rydyn ni'n gwneud hyn yn ysgrifennu. Mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau, mae'r pethau.

Ben says that endorsements work as a mental shortcut. This is something that helps us make a decision quickly. If we trust the endorsement, then we don't need to think about it that much.

In this episode, we're going to look at the way that people can be convinced to do things.

And as usual we'll learn some useful new words and phrases. And remember you'll find all the vocabulary and a quiz on our website, bbclearningenglish.com.

Okay, but first I have a question for you, Pippa. Today we're talking about behavioral science. What's the name of the theory that says people respond to small prompts? Is it A push theory, B pull theory, or C nudge theory?

Ooh, I'm not sure. I'm gonna say B pool theory.

Okay, well we'll find out the answer at the end of the programme.

Firstly, the psychology of speaking to someone and feeling judged we think is a key factor. So would you like extra fry? Would you like to go large? not all people, but I think there there's definitely a a large proportion of people who may feel judged in those instances and may say no. There's the fact that you've got more time to look, you can see the product, you can see what's in it, you can see other products linked to it as well.

If people feel judged then it means that they worry what other people will think of them. If we have to ask a human for extra fries, we might worry what they think of us, but no one feels judged by a computer screen.

If you upsell something, then you get someone to spend more. For example, waiters often try to get people to buy larger portions, more drinks, or dessert.

Dean says that upselling can increase people's basket spend. A basket spend is the total amount that someone spends in one transaction, on everything that's in their basket. Now, this is an example of a business using behavioural science to nudge people to do things. But it's not just businesses that use behavioral science in this way. In Tunisia, the United Nations World Food Program wanted to encourage people to eat food together more often. They made a TV show set in a restaurant.

So we needed something really creative and really different to um n to think outside of the box or to let people see themselves in those stories because um people are learning and changing by imitating and modeling and uh um like uh observing others behaviors and others actions and emotional reactions to things so this is why we tried this this um project or this uh try this product or this uh T V series in order to impact people

Takwa says that they needed to think outside the box. This means to try and think in a different way to come up with something creative.

The TV programme leads to people modelling behaviour. If you model behaviour, then you behave in a way that other people can copy. Now Phil, I think it's time to hear the answer to your question.

Yes, it is. I asked what theory says that people respond to small prompts to change their behaviour?

I thought it was pull theory?

Which I'm afraid was the wrong answer. Nudge theory says that people's behaviour can be changed by small prompts or nudges.

Okay, let's recap the vocabulary we've learned, starting with mental shortcut, which is something that helps us make a decision quickly, usually because we don't need to think about it.

If someone feels judged, then they're worried about what other people think about them.

Upsell refers to persuading someone to buy something extra, like a dessert at a restaurant.

Basket spend is what you spend in one transaction on the things in your shopping basket.

If you think outside the box, then you think about something in a different way to come up with a creative solution.

And finally, modeling is behaving in a way that others can copy. Once again, our six minutes are up, but why not head over to our website, bbclearningenglish.com. Try the quiz and worksheet for this episode. See you again soon. Bye.

Bye.

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She is one of the best-selling music artists of all time.

Rising to fame as a member of RB group Destiny's Child before launching a solo career that's produced chart-topping hits and era-defining albums.

And with a business empire spanning hair care, whiskey and entertainment, it's

She's more than just an artist, she's a global

Good bad billionaire is taking a closer look at the line.

now, wherever you get your BBC podcasts.