Behavioral Grooves Podcast

Matt Johnson & Prince Ghuman on Mid-Liminal Marketing and the Ethics of Applied Neuroscience

Oct. 18, 2020

Matt Johnson, PhD and Prince Ghuman are the authors of “Blindsight: the mostly hidden ways marketing shapes our brains.” We caught up with them to discuss the book, basketball, ethics, and old school hip hop.

Matt is a professor at Hult International Business School and he likes to explore the intersections of neuroscience, psychology, and consumerism in his graduate and undergraduate classes.

Prince is also at Hult International Business School where he teaches marketing. He is also the founder of PopNeuro, a firm that helps companies to ethically apply neuroscience to their marketing strategies.

In our conversation, Matt and Prince introduced us to a new term in neuromarketing they call mid liminal. Not subliminal, but mid liminal. We also talked about the natural partnership between neuroscience and marketing and we covered one of our favorite linguistic games – the Kiki and Bouba studies.

Most importantly, we discussed their views on the ethical application of neuromarketing.

We also want to note that Prince and Matt are hosting the World’s First Neuromarketing Certification Bootcamp. It will be held live on December 4th through the 6th of 2020. They will be condensing years of neuroscience and marketing insights into a three-day Bootcamp with the intent of outfitting professionals with the latest tools in neuromarketing. Best yet for those looking to build credibility at work: successfully completing the Bootcamp earns you a certification.

They also shared a link to the Bootcamp along with a special code (GROOVES) to save $500 off of the registration fee. Use the link in the notes below and type in GROOVES to receive your discount. Of course, this fantastic discount code is ONLY available to listeners of Behavioral Grooves. We encourage you to check it out as we think these guys have a lot to share.

Thanks for listening and we hope you go out and find your groove this week.


© 2020 Behavioral Grooves



Matt Johnson:

Prince Ghuman:


Neuromarketing Certification Course:

Special Discount Code: GROOVES

Master Classes:

Nick Van Exel:

Steph Curry:

Klay Thompson:

Wine Shop Study:

Kiki and Bouba Effect:

Phillip Kotler:


Cass Sunstein on Ethics:

Charlotte Blank on Don’t Be Creepy episode 9:






Sleep Number Bed:



Kurt Nelson, PhD: [email protected]

Tim Houlihan: [email protected]


Musical Links

“Old Town Road” remix:

Grandmaster Flash:

Busy Bee Starski:

Tribe Called Quest:

Van Morrison:

The Beatles:

Al Green “Let’s Stay Together”:

Beatnick Music:

Flora Cash:

Sea Wolf:

Iron & Wine:

Angus & Julia Stone:



Hank Williams:

The Romantics “What I Like About You”: neither hosts nor alters podcast files. All content © its respective owners.