Shotton explains the 'gold dilution effect,' where adding extra benefits reduces credibility, and advises brands to win on one concrete outcome. He discusses price relativity using Red Bull's can redesign to break mental comparisons, and the 'pratfall effect' with Guinness's 'good things come to those who wait' campaign. The von Restorff effect helps Liquid Death stand out in water marketing, while seasonal scarcity like Starbucks' Pumpkin Spice Latte prevents habituation. Influencer marketing works via the messenger effect, where credibility and costly signaling boost persuasion. KFC uses physical scarcity by limiting fry purchases, and the 'pennies-a-day' effect increases willingness to pay. Loss-framed messages outperform gain-framed ones, but excessive fear triggers the Ostrich Effect. Behavioral science can promote healthier choices through present bias, time perspective, and indulgent labeling. Finally, Shotton warns against the Semmelweis reflex, where marketers reject new evidence, and advises using persuasion principles internally to sell innovative ideas.