How one simple psychology principle transformed this product from low class to luxury (and a $41B market) | How to create meaningful products and marketing messages

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Choice Hacking: The Marketing Psychology Podcast

Jennifer Clinehens

100 episodes

3 weeks ago

This is THE podcast for marketers, product designers, business owners, consultants, and coaches who want to sell smarter using the power of buyer psychology and behavioral science.
If you're tired of chasing algorithms, trends, and tactics that fizzle and want a deeper understanding of why people buy, Choice Hacking will help you build a business rooted in what makes *your* buyers tick.
Hosted by marketing psychology expert Jennifer Clinehens MS/MBA (who's worked with brands like McDonald’s, Adidas, Microsoft, T-Mobile, Starbucks, and more), the show breaks down how the world’s biggest brands use marketing psychology to drive action…
And how you can apply the same insights, even without a Fortune 500 budget.
Expect bite-sized (<15 minutes), story-driven episodes packed with counterintuitive marketing insight and fascinating case studies to help you turn strangers into believers and believers into buyers (who come back again and again).
Whether you're a seasoned CEO, corporate leader, entrepreneur or a solo business owner….
This podcast will change the way you think about marketing and business forever.
“No exaggeration; your podcast is the best-produced marketing podcast I’ve ever listened to.” - a happy Choice Hacking listener

All content for Choice Hacking: The Marketing Psychology Podcast is the property of Jennifer Clinehens and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

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How one simple psychology principle transformed this product from low class to luxury (and a $41B market) | How to create meaningful products and marketing messages

Choice Hacking: The Marketing Psychology Podcast

14 minutes

2 months ago

How one simple psychology principle transformed this product from low class to luxury (and a $41B market) | How to create meaningful products and marketing messages

There's a type of fabric that looks like leather, feels like leather, but isn’t leather (or made from any animal materials).

For decades, it was called "Pleather" – a combination of the words "plastic" and "leather" – and it was considered cheap, tacky, and artificial.

But today, that same material is a $41 billion market.

What changed?

The name.

Now we call Pleather "Vegan Leather."

And that simple reframing transformed not just how people perceive the material, but how they feel when they’re wearing it.

Join host Jen Clinehens (MS/MBA) to explore the fascinating story of how Pleather became Vegan Leather…

How the meaning we attach to a product or experience defines its value…

And how you can use this strategy to transform perceptions of your own products and brand.

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COACHING
✅ To learn more about working one-on-one with Jen and book your free Connection Call, visit https://www.choicehacking.com/coaching-invite

This month I have 3 spots available - first come, first serve.

FREE RESOURCES
✅ Get a free digital copy of my bestselling book for a limited time, Choice Hacking: How to use psychology and behavioral science to create an experience that sings. Get it here: https://www.choicehacking.com/free-book/

✅ Get FREE weekly marketing psychology insights when you join my newsletter, Choice Hacking Ideas: Join the 10k+ people getting daily insights on how to 2x their marketing effectiveness (so sales and profit 2x, too) using buyer psychology. Join here: https://www.choicehacking.com/read/

✅ Connect with host Jennifer Clinehens on LinkedIn, Instagram, YouTube, or TikTok @ChoiceHacking

WORK WITH JEN CLINEHENS & CHOICE HACKING
✅ Training & Workshops: Get your team up-skilled marketing psychology and behavioral science with a workshop or training session. Choice Hacking has worked with brands like Microsoft, T-Mobile, and McDonalds to help their teams apply behavioral science and marketing psychology.

Learn more here, and get in touch using the contact form at the bottom of the page: https://www.choicehacking.com/training/

✅ Get your own Chief Marketing Copilot for your business when you my new program. Get live Skill Sessions, Implementation Sessions, and one-on-one time with me.

Learn more here: https://choicehacking.academy/pro/

✅ Buy my book in Kindle, paperback, or audiobook form: "Choice Hacking: How to use psychology and behavioral science to create an experience that sings": https://choicehacking.com/PodBook/

★ Support this podcast ★