HeyJaredBrainfluence
Roger Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, and has been studying the effects of psychology, behavior research, and neuroscience on persuasion and marketing in business, leadership and everyday life.
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- Aug 24, 2026
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Cockroaches, Bridges, and Beer: The Weirdest Experiments in Behavioral Science (opens the original)
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In this solo Brainfluence episode, Roger Dooley argues that the strangest-looking experiments in behavioral science are usually the most useful ones. He opens in 1969, when psychologist Robert Zajonc put 72 cockroaches through mazes in front of an audience of other cockroaches. That setup wasn't a joke. It was a precise piece of engineering: strip out self-consciousness, and you can finally see whether an audience by itself changes performance. The organizing idea comes from Dan Ariely, who desc
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