Many findings from behavioural science can be applied to marketing. Richard Shotton outlines one relevant bias that shows how admitting your flaws can be good for your brand.

Behavioural science, the study of decision-making, is an important topic for advertisers as it provides a robust explanation about why people buy particular products. It's robust as it's based on the peer-reviewed experiments of some of the world's leading scientists – academics such as the Nobel laureates Daniel Kahneman and Herbert Simon, as well as respected psychologists such as Elliot Aronson and Leon Festinger.

It recognises that people are overwhelmed by the sheer volume of decisions they need to make each day. People don't have the time or energy to laboriously and logically weigh up each decision. Instead, they rely on short cuts to make decisions quickly. While these short cuts enable faster decision-making, they are prone to biases.

If advertisers are aware of these biases, and adapt their products and communications accordingly, then they can use them to their advantage. They can work with the grain of human nature rather than unproductively challenging it.