A memorable behavioural claim can outlive the evidence behind it. Before using one to justify a campaign, find the original research and check what was measured, who took part and whether later work supports the conclusion.
This chapter challenges blanket claims about subconscious decisions, willpower, honesty pledges, choice overload and a fixed loss-aversion multiplier. Replace universal rules with bounded statements and a test suited to the decision.
Put it to work
Take one familiar behavioural claim from a recent brief. Trace its original source, check for replications or corrections, and rewrite the claim so it does not promise more than the evidence supports.
A question to try
Would this claim survive a request for the original source and a clear boundary on where it applies?
