Inbound

January 12, 2026

9 Behavioral Science Tactics Every Marketer Should Start Testing Now

Marketing today is about behavioral fluency and if you’re building strategies based on how people say they make decisions, you’re already behind.

Behavioral science tells us that up to 95% of decisions are made subconsciously. In practice, that means your audience is often choosing without realizing why.

Nancy Harhut, behavioral science and marketing expert, says that these decision defaults are automatic responses rooted in habit, emotion, and cognitive efficiency. At INBOUND 2025 she laid out 9 counterintuitive marketing tactics every marketer should have in their toolbox to identify and exploit common decision triggers.

Here’s a breakdown of each tactic, plus tips for how to start applying them to your work.

1. Lean Into Strategic Vulnerability

Perfection isn’t persuasive. Behavioral science shows that small admissions of imperfection actually build credibility. People relate to brands that feel more human, not untouchable, and when a brand admits a minor, non-critical shortcoming, it becomes more likable (also known as the Pratfall Effect).

She shared examples like Buckley’s cough syrup (“It tastes awful. And it works.”) and Heinz leaning into how slowly ketchup pours.

Try this: Write messaging that embraces imperfection in ways that make your brand feel confident, not careless. Open with a known objection (“We’re not the cheapest”), then turn it into a positive (“…but our customer retention rate is best-in-class”).

2. Rethink How You Use Testimonials

Testimonials are most convincing when they reflect the internal conflict your audience is feeling. Harhut highlighted how reviews that start with skepticism (“I wasn’t sure it would work…”) and end in satisfaction increase believability and conversion.

Another tip? “Don’t show only five-star reviews… the optimum number of stars is between 4.2 and 4.5," Harhut shared.

Try this: Curate reviews that represent the before and after of your customer journey (not just the outcome). Select case studies or quotes that acknowledge friction, then show how your product resolved it.

“Doubt actually equals trust.” — Nancy Harhut

3. Use Visual Disruption in Subject Lines

Contrary to what many email marketers believe, using ALL CAPS—sparingly—can dramatically increase open rates. Harhut cited the Von Restorff Effect, which explains our brain’s tendency to notice what breaks the pattern. Caps, brackets, and even emojis can help your message cut through the inbox clutter.

Try this: Develop a visual strategy for subject lines that prioritizes skimmability, scannability, and standout phrasing. Capitalize 1–2 words for emphasis, and test subject lines like:

“[NEW] Report just dropped” or “Why NOW is the time to switch CRMs”

4. Deliberately Use the “Wrong” Word

Used well, surprise makes your message more memorable. Harhut shared how intentional wordplay, like a pun or homophone, can trigger curiosity and engagement. Think “Find your inner piece” for loungewear, or “So long” to trigger thoughts of “buy.”

Try this: Craft copy that plays with expectation but still connects the dots for the reader. Use a misdirect or pun that makes readers pause, then follow it up quickly with relevant messaging.

5. Lead With Your Highest Price

The price order effect shows that the order in which you list pricing changes how people perceive value. Leading with the highest price anchors expectations and makes other options feel more reasonable, especially in tiered pricing.

Try this: Structure pricing pages and proposals with behavioral framing in mind. List your premium plan first, and use checklists to show what’s gained or lost as users step down.

6. Add a Decoy to Drive the Right Decision

When sales stall, most teams lower prices or add discounts. Harhut suggested the opposite: introduce a more expensive option. This “decoy” reframes the existing offer as the smarter choice.

She referenced the Williams Sonoma bread maker example, where adding a higher-priced version nearly doubled sales of the original model, not because people bought the new one, but because it changed perception.

Try this: Design offers that guide decisions instead of overwhelming buyers. Add a premium tier with incremental benefits to make your core offering feel like the best value.

7. Start Small to Win Big

According to Harhut, starting with a micro-commitment (like a trial or low-cost offer) increases the likelihood of bigger conversions later. This is based on commitment and consistency bias: once someone says yes, they’re more likely to keep saying yes.

Try this: Build conversion paths that prioritize momentum over immediate payoff. Launch a $5 intro product, offer a sample pack, or test a free diagnostic that transitions into a paid solution.

8. Use Purchase Limits to Increase Volume

Limiting quantity often increases demand for it. Harhut shared a study where adding a “limit 12 per customer” sign more than doubled the number of items people bought.

The limit acts as an anchor, signaling popularity and urgency, even if most buyers never reach it.

Try this: Use anchoring and scarcity cues ethically and effectively. Add quantity limits or “max per order” language to promotions and observe changes in average order size.

9. Replace Guaranteed Discounts with Uncertainty

Instead of offering a guaranteed incentive, Harhut recommended offering a chance at one. Research shows people are 68% more likely to take action when the reward is uncertain. Examples like spin-to-win wheels or mystery discounts work because curiosity itself becomes the motivator.

Try this: Layer in light gamification to campaigns without compromising clarity or trust. Swap a flat discount for a reveal-based or randomized reward experience.

“We can use what science has proven about human behavior in order to influence it.” —Nancy Harhut

The Takeaways

In 2026, effective marketing is about understanding how people (and most importantly, your customers) actually decide. As Harhut shared:

“These may not make sense, but they do make money.”

Behavioral marketing is a critical skillset, especially when operating with AI-driven channels, shrinking attention spans, and higher expectations and these 9 tactics are a great and practical way to start testing.