In a recent episode of the Quiz Marketing Podcast, Josh Haynam, Co-founder at Interact, sat down with Professor Ye Li, Associate Professor of Management at UC Riverside, to explore the fascinating world of behavioral science and decision-making. What makes this episode so compelling is how it bridges theory and practice, showing listeners why the psychology behind our choices matters not only in research but also in real-world applications like marketing, finance, and even health-related behaviors.
Professor Li and Josh begin by discussing the role of emotions in shaping decisions. Many people assume decision-making is purely rational, but as Li explains, emotions often act as shortcuts that influence how we evaluate options. For example, feelings of gratitude can lead individuals to be more generous with money or more trusting in negotiations. On the other hand, fear or anxiety might cause people to avoid risks even when the logical choice points the other way. Understanding these emotional drivers allows businesses, marketers, and policymakers to anticipate behavior and design strategies that resonate with people on a deeper level.
They then dive into the concept of cognitive shortcuts—or heuristics—and how these mental “rules of thumb” help us navigate daily life. Heuristics are essential because they save time and energy, but they can also introduce bias. Professor Li gives examples of how the framing of a question or the way information is presented can dramatically influence outcomes. Something as simple as asking whether a glass is “half full” versus “half empty” can change how people feel about the same situation. For marketers, this insight is crucial: the phrasing of quiz questions, survey items, or product descriptions can determine whether someone engages positively or feels uncertain.
Another major theme of the episode is personalization. Li highlights how micro-targeting and individual differences shape the effectiveness of marketing campaigns. Two people may react very differently to the same message based on their values, past experiences, or personality traits. By paying attention to these nuances, businesses can craft experiences that feel more personal, increasing customer satisfaction and loyalty. Interact’s quiz-based marketing model fits seamlessly into this discussion, as it allows brands to segment audiences and provide tailored recommendations.
The conversation also turns toward the future of decision-making in the age of artificial intelligence. Far from replacing human judgment, Professor Li emphasizes that AI works best when it collaborates with human insight. Algorithms can process massive amounts of data, but humans bring context, creativity, and ethical considerations that machines alone cannot provide. Together, the two create a decision-making process that is not only efficient but also more balanced and humane. For students, entrepreneurs, and professionals alike, this perspective encourages critical thinking about how to leverage AI responsibly while respecting human judgment.
Whether you’re interested in marketing strategy, psychology, or leadership, this podcast episode delivers valuable takeaways. If you’re a marketer, you’ll walk away with new ways to frame questions, design quizzes, and appeal to your audience’s emotions. If you’re a business leader, you’ll gain insights into motivating teams, understanding customer behavior, and making more informed decisions. And for students or lifelong learners, Professor Li provides a clear and engaging introduction to behavioral science that connects academic research with everyday life.
The 48-minute podcast is available on two platforms, making it easy to tune in on your favorite service:
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The Interact podcast explores human behavior and decision making. Interviews with experts delve into the specifics of how humans operate and make choices, with the goal of better understanding what drives people. Josh Haynam, Co-founder at Interact, hosts the podcast. Josh has been studying human behavior through the lens of personality quizzes since 2013 and has seen over 1 billion data points come through the Interact platform. Conversations weave in and out of research studies and anecdotal information derived from experiences of guests and quiz creators.