Episode 85 Interview: Adam Alter, NYU marketing professor and author of Irresistible, on nine-enders, fluency, and naming that sells

This week we’re joined by Adam Alter to explore the behavioral forces that drive decision-making. From the psychology of getting unstuck to the power of fluency, labeling, and context, Adam shares practical insights for marketers looking to change minds - and behavior.

Episode Highlights

08:40 – 11:58

Nine-enders reflect harder and act. At ages 29/39/49, people reassess meaning, making them more open to big moves - from first marathons to financial decisions - prime time for purpose-led messaging.

25:02 – 27:20

Fluency builds comfort; disfluency signals special. Pronounceable names sell faster, while exotic, harder-to-say brands cue luxury. Use ease for trust - and a touch of friction to imply premium.

45:20 – 48:50

Habits are context-bound. Vietnam vets addicted to heroin didn’t relapse back home because cues changed. To shift behavior, change the environment - not just motivation - alter triggers and routines.