Podcast appearances and mentions of richard shotton

Prof. Robert Cialdini author of "Influence" says: " People follow the lead of many others." Richard Shotton who references Cialdini's work in his book "The Choice Factory" says: "People are deeply influenced by others." Social proof is a highly effective strategy for businesses. It can even help convince people to do something that they probably don't want to. Like paying their taxes on time. Getting regular 5-star Google reviews lets people know your business is popular. In the words of Cialdini "it reduces their uncertainty and gets them off the sidelines". If you want to generate consistent high quality leads then you'll want to start building social proof.

The Psychological Trick Behind Every Great Ad is revealed by Richard Shotton in this must-watch episode of The Places We'll Go Show. If you want to know why some ads go viral, stick in your memory, and drive real behaviour—this is the psychology behind it. Shotton, a leading voice in behavioural science and author of The Choice Factory, breaks down the hidden biases that make ads work (or fail) and how smart marketers use psychology to get noticed.We dive deep into marketing psychology explained:→ The sunk cost fallacy→ Social proof (when it works—and when it backfires)→ The Von Restorff effect→ The IKEA effect→ Why the peak-end rule matters for brand experience→ The pratfall effect and showing flaws in marketingWhether you're a brand strategist, marketer, or just obsessed with why we buy what we buy—this is a behavioural science masterclass with one of the best in the game.#MarketingPsychology #RichardShotton #BehaviouralScience #MarketingTips #AdvertisingBiases #CognitiveBiases #TheChoiceFactory #MarketingStrategy #PsychologyExplained #GreatAds

Vamos entender porque as pessoas compram? Neste episódio nos aprofundamos na criação de cenários que te favorecem como marca e muito mais. Espero que gostem!Torne-se um Leitor Eficaz hoje mesmo: subscribepage.io/sejaumleitoreficaz

Summary In this episode I get to chat with author and behavioural scientist, Richard Shotton.  Richard specialises in how humans make choices and has written 2 excellent books on this subject, the choice factory and the illusion of choice. He further specialises on applying findings from psychology and behavioural science to how businesses market their services and why consumers buy stuff  In this episode, Richard discusses the intersection of behavioural science and marketing, particularly in the context of how people make spending decisions in retirement. He shares insights from his research and experiences, highlighting the importance of fairness, social proof, and the emotional aspects of financial choices.   Our discussion also emphasizes the benefits of spending on experiences and others, as well as the challenges individuals face in transitioning from saving to spending during retirement.   Richard and I explore the complexities of retirement planning, focusing on behavioural economics and the psychological factors that influence spending habits. We discuss the importance of making financial decisions easier, and the impact of loss aversion on retirees' spending behaviours. We also delve into the paradox of choice and how an abundance of options can lead to decision paralysis. Key Takeaways Behavioral science can significantly improve marketing effectiveness. Fairness influences decision-making, often leading to suboptimal choices. Social proof plays a crucial role in financial decisions, especially in retirement. People often focus too much on outcomes rather than the decision-making process. Experiential spending tends to yield greater happiness than material purchases. Generosity in spending can enhance personal happiness. Expectations can heavily influence our experiences and satisfaction with purchases. Consistency bias can hinder the transition from saving to spending in retirement. Nudges can effectively guide individuals towards better financial choices. Understanding behavioral biases is key to making informed decisions.  The shift in saving defaults has significantly influenced saving habits. Making financial decisions easier can lead to better outcomes. Loss aversion plays a crucial role in how people spend their money. People are more likely to spend from guaranteed income than from capital. The paradox of choice can hinder decision-making in retirement planning. Financial advisors should use simple language to communicate effectively. Concrete stories are more memorable than abstract concepts in financial advice. Visualizing retirement can help individuals make better financial decisions. Defaults in financial products can greatly impact consumer behavior. Understanding and leveraging biases can improve financial planning outcomes. Chapters 00:00 - Introduction to Behavioral Science in Marketing 06:01 - Social Proof and Herd Mentality in Retirement 12:10 - Spending Money Wisely: Experiences vs. Material Goods 17:53 - The Importance of Generosity in Spending 28:10 - Consistency Bias in Retirement Spending 36:02 - Behavioral Insights on Spending and Saving 42:10 - Navigating the Paradox of Choice 50:02 - Effective Communication for Financial Advisors Links The Choice Factory The Illusion of Choice The Super Sunday Retirement Roundup Newsletter The Skill of Spending Money in Retirement Whitepaper The Humans vs Retirement Sketchstore Book in a Time For us to Chat About Your Retirement

In today's episode, we're diving into a quirky, yet powerful secret to brand success: rhyming. We've all heard those catchy jingles and slogans—"Beanz Meanz Heinz" or "Once you pop, you can't stop!"—but why do they stick with us? Is there more magic to a rhyme than we realise? Richard Shotton and Alex Thompson dug into this very question, and the science is clear: rhymes are twice as memorable as non-rhyming statements. So, whether you're building a brand or just trying to stand out in a crowded marketplace, could a little rhyme be the key to staying top of mind? Today, we'll explore this research and even test it out on friends, colleagues, and—spoiler alert—my team, to see how the power of rhyme really stacks up. So, settle in and let's rhyme our way to better branding!

Want to share your thoughts? Fill out our listener form Request A Customized Workshop For Your Company In this episode of Negotiate Anything, host Kwame Christian, Esq., M.A., and guest Richard Shotton delve into the fascinating world of behavioral science and its application in negotiations. Richard, a renowned behavioral scientist and author, shares insights from his latest book, The Illusion of Choice, discussing how understanding human behavior can supercharge your negotiation tactics. The episode explores the relevance, robustness, and range of behavioral science principles and dives into specific phenomena like the Stolen Thunder effect and the impact of precise claims. Whether you're negotiating a business deal or trying to persuade others in everyday life, this episode offers valuable strategies to enhance your credibility and effectiveness. What You'll Hear: The importance of understanding psychology and behavioral science in negotiation. Detailed explanation of the Stolen Thunder phenomenon and its applications. Insights into using the precision of claims and concrete benefits to boost persuasive value. Connect With Richard Buy Now: The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy  Follow Richard Shotton on LinkedIn Contact ANI Request A Customized Workshop For Your Company Follow Kwame Christian on LinkedIn The Ultimate Negotiation Guide Click here to buy your copy of How To Have Difficult Conversations About Race! Click here to buy your copy of Finding Confidence in Conflict: How to Negotiate Anything and Live Your Best Life! What's in it for you? Exclusive Advice: Gain insights from top negotiation experts. Community Support: Connect with a like-minded community focused on growth. Personal & Professional Growth: Unlock strategies to enhance every aspect of your life. You deserve to negotiate more of the best things in life, and now you can! Don't wait—be the first in line to experience this game-changing resource.

Want to share your thoughts? Fill out our listener form Request A Customized Workshop For Your Company In this episode of Negotiate Anything, host Kwame Christian, Esq., M.A., and guest Richard Shotton delve into the fascinating world of behavioral science and its application in negotiations. Richard, a renowned behavioral scientist and author, shares insights from his latest book, The Illusion of Choice, discussing how understanding human behavior can supercharge your negotiation tactics. The episode explores the relevance, robustness, and range of behavioral science principles and dives into specific phenomena like the Stolen Thunder effect and the impact of precise claims. Whether you're negotiating a business deal or trying to persuade others in everyday life, this episode offers valuable strategies to enhance your credibility and effectiveness. What You'll Hear: The importance of understanding psychology and behavioral science in negotiation. Detailed explanation of the Stolen Thunder phenomenon and its applications. Insights into using the precision of claims and concrete benefits to boost persuasive value. Connect With Richard Buy Now: The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy  Follow Richard Shotton on LinkedIn Contact ANI Request A Customized Workshop For Your Company Follow Kwame Christian on LinkedIn The Ultimate Negotiation Guide Click here to buy your copy of How To Have Difficult Conversations About Race! Click here to buy your copy of Finding Confidence in Conflict: How to Negotiate Anything and Live Your Best Life! What's in it for you? Exclusive Advice: Gain insights from top negotiation experts. Community Support: Connect with a like-minded community focused on growth. Personal & Professional Growth: Unlock strategies to enhance every aspect of your life. You deserve to negotiate more of the best things in life, and now you can! Don't wait—be the first in line to experience this game-changing resource.

Richard Shotton, behavioral scientist, author of The Choice Factory & founder of Astroten, discusses the power social proof and biases hold, where to apply behavioral science to better understand consumers and drive change and how to best maximize productivity with AI.

Send Us Your Feedback!What if understanding consumer behaviour could transform your marketing efforts? Join us for an insightful conversation with Phill Agnew, the mastermind behind the Nudge Podcast, as we uncover the secrets of behavioural science in marketing. From his early days as a marketing student to becoming a leading voice in the industry, Phill shares his journey and the pivotal moments that led him to embrace behavioural science. We'll explore the immense impact of these principles on marketing success and learn how to leverage psychological insights to avoid costly mistakes and achieve exceptional results.Phill delves into the integration of behavioural science within organisations and the common pitfalls to avoid, like negative social proof. Through real-life examples, he illustrates how constant testing and the input bias can refine strategies and elevate your campaigns. We also dive into an intriguing experiment comparing the effectiveness of handwritten notes versus standard emails in boosting podcast review response rates, offering practical takeaways for personalised engagement.Creativity, reciprocity, and hidden influences are key themes in this episode, as Phill debunks myths about creativity and examines the mere exposure effect and irrational consumer behaviours. We draw on wisdom from behavioural science luminaries like Richard Shotton and Rory Sutherland, and highlight the benefits of learning from the mistakes of experts. This episode is packed with insights, ready to revolutionise your marketing approach and deepen your understanding of consumer psychology. Don't miss out on this opportunity to enhance your strategy with the proven principles of behavioural science. Curious if your social media and content strategy is ready to crush it in 2025? Let's find out together! Book a free 15-min brand discovery call with Chris to get tailored insights that can skyrocket your brand's growth. Ready to take the leap?

Are you a marketer looking to understand how behavioural science can open up new opportunities for your brand? Then look no further than this Future Proof Podcast episode. Dr Nicki Morley, Head of Innovation and Behavioural Science Expertise at Kantar, and Richard Shotton, author of The Choice Factory and the Illusion of Choice, discuss the challenges of behavioural science in the industry, how it can drive sustainability agendas and, of course, their favourite behavioural science interventions

In this episode, Antonia Wade, CMO of PwC, turns the tables and interviews our usual host, Jon Evans. From tax intern to marketing podcast host, we delve into Jon's journey through entrepreneurial endeavours at Britvic, through to being fired at Lucozade to finding a successful role in B2B at System1. We also discuss lessons Jon has learned from 150 podcast episodes with CMO's, agency creatives, founders and more.Timestamps00:00 - Intro00:43 - Jon's journey from tax to marketing10:18 - Deciding if you're more suited to corporate or entrepreneurial life12:35 - Why Jon got fired at Lucozade17:15 - Traits of a confident CMO18:35 - How do you go from tax to research?25:21 - Why Jon chose Richard Shotton as his first guest27:10 - Lesson's we can take from COVID times30:20 - What makes a great CMO36:49 - Do emotional ads really work?39:44 - Favourite campaign that didn't perform well with System141:19 - Is winning a Cannes Lion worth it or not?44:42 - How important is purpose in advertising?48:37 - Is AI the saviour of creativity?52:35 - What has Jon learned about leadership from Uncensored CMO guests?56:25 - Who would Jon love to have on the podcast?57:34 - Happy 50th Birthday Jon!

In this episode of Brainfluence, host Roger Dooley welcomes back Richard Shotton, a marketing expert with 23 years of experience working with major brands like Google and Mondelez. Shotton specializes in applying behavioral science to marketing and is the author of two books, including his latest, "The Illusion of Choice: 16.5 Psychological Biases That Influence What We Buy." LIsteners will learn about the reliability of behavioral science findings in marketing, the power of precise numbers in advertising, and how to use psychological principles like the "generation effect" to make marketing messages more memorable. Shotton also discusses the importance of reducing friction in customer experiences while explaining when a little friction can actually enhance perceptions of quality. Throughout the conversation, he provides practical examples and insights that marketers can apply to improve their strategies and better understand consumer behavior. Show Notes, Audio, Text, Resources: https://www.rogerdooley.com/richard-shotton-illusion-choice/ "Illusion of Choice" on Amazon: https://amzn.to/3WWgD2a Richard Shotton specializes in applying behavioral science to marketing. He has worked in marketing for 23 years and helps brands such as Google, Mondelez and BrewDog with their challenges. He is the author of The Choice Factory, a best-selling book available in 15 languages, which explains how behavioural science can solve business challenges. His latest book, The Illusion of Choice came out in March 2023. He's the founder of Astroten, a behavioral science consultancy. In 2021 he became an associate of the Moller Institute, Churchill College, Cambridge University.

Join us on the Places We'll Go Show as we welcome Richard Shotton, a renowned behavioral scientist and author. Richard shares insights from his bestselling books, "The Choice Factory" and "The Illusion of Choice," exploring consumer behavior and effective marketing strategies. Learn about biases like the sunk cost fallacy, social proof, the pratfall effect, and the Ikea effect, with real-world applications for marketers. Don't miss this masterclass in behavioral science!

Want your marketing to be more memorable? Looking for psychology-backed tactics that will improve your results? To discover how to put applied behavioral science to work in marketing, I interview Richard Shotton.Guest: Richard Shotton | Show Notes: socialmediaexaminer.com/617Review our show on Apple Podcasts.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

"Thinking is to humans how swimming is to cats, we can do it, but we'd rather not". When humans make decisions, they don't always make those decisions in a fully considered and thought out way, but rather they make quick and speedy decisions. And the way at which we do that, is at the heart of behavioural science. Behavioural science is often overlooked by a lot of marketers. In today's episode, we are joined by author and behavioural scientist Richard Shotton and discuss what behavioural science actually is and why marketers should be using it to get more from our campaigns and overall marketing efforts. You don't want to miss this episode! -- Show notes: Have any feedback on the show? , tell us what you love and what you think could be better. And, if you are really enjoying the show, please   

Request A Customized Workshop For Your Company: https://www.americannegotiationinstitute.com/services/workshops/ In this insightful episode of "Negotiate Anything," host Kwame Christian welcomes Richard Shotton, an expert in applying behavioral science to marketing and persuasion. Together, they delve into the power of psychology in negotiation, discussing how understanding human behavior significantly enhances negotiation tactics. Listen to Richard share fascinating studies and real-world applications that help bridge the gap between theory and practice. The episode is packed with actionable tips that can transform your negotiation skills and boost your professional impact. **Listeners Will Learn:** - How admitting your flaws can enhance trust and persuasiveness in negotiations. - Why using precise figures rather than rounded numbers can make your proposals more convincing. - Practical strategies to convey your points in a concrete, visual manner that sticks with the negotiation counterpart. Buy Now: The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy  https://www.amazon.co.uk/dp/0857199749/ref=tsm_1_fb_lk Follow Richard Shotton on LinkedIn: https://www.linkedin.com/in/richard-shotton/ Contact ANI Request A Customized Workshop For Your Company: https://www.americannegotiationinstitute.com/services/workshops/ Follow Kwame Christian on LinkedIn: https://www.linkedin.com/in/kwamechristian/ The Ultimate Negotiation Guide: https://www.americannegotiationinstitute.com/guides/ultimate-negotiation-guide/ Click here to buy your copy of How To Have Difficult Conversations About Race!: https://www.amazon.com/Have-Difficult-Conversations-About-Race/dp/1637741308/ref=pd_%5B%E2%80%A6%5Df0bc9774-7975-448b-bde1-094cab455adb&pd_rd_i=1637741308&psc=1 Click here to buy your copy of Finding Confidence in Conflict: How to Negotiate Anything and Live Your Best Life!: https://www.amazon.com/Finding-Confidence-Conflict-Negotiate-Anything/dp/0578413736/ref=sr_1_1?crid=2PSW69L6ABTK&keywords=finding+confidence+in+conflict&qid=1667317257&qu=eyJxc2MiOiIwLjQyIiwicXNhIjoiMC4xNCIsInFzcCI6IjAuMjMifQ%3D%3D&sprefix=finding+confidence+in+conflic%2Caps%2C69&sr=8-1

Request A Customized Workshop For Your Company: https://www.americannegotiationinstitute.com/services/workshops/ In this insightful episode of "Negotiate Anything," host Kwame Christian welcomes Richard Shotton, an expert in applying behavioral science to marketing and persuasion. Together, they delve into the power of psychology in negotiation, discussing how understanding human behavior significantly enhances negotiation tactics. Listen to Richard share fascinating studies and real-world applications that help bridge the gap between theory and practice. The episode is packed with actionable tips that can transform your negotiation skills and boost your professional impact. **Listeners Will Learn:** - How admitting your flaws can enhance trust and persuasiveness in negotiations. - Why using precise figures rather than rounded numbers can make your proposals more convincing. - Practical strategies to convey your points in a concrete, visual manner that sticks with the negotiation counterpart. Buy Now: The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy  https://www.amazon.co.uk/dp/0857199749/ref=tsm_1_fb_lk Follow Richard Shotton on LinkedIn: https://www.linkedin.com/in/richard-shotton/ Contact ANI Request A Customized Workshop For Your Company: https://www.americannegotiationinstitute.com/services/workshops/ Follow Kwame Christian on LinkedIn: https://www.linkedin.com/in/kwamechristian/ The Ultimate Negotiation Guide: https://www.americannegotiationinstitute.com/guides/ultimate-negotiation-guide/ Click here to buy your copy of How To Have Difficult Conversations About Race!: https://www.amazon.com/Have-Difficult-Conversations-About-Race/dp/1637741308/ref=pd_%5B%E2%80%A6%5Df0bc9774-7975-448b-bde1-094cab455adb&pd_rd_i=1637741308&psc=1 Click here to buy your copy of Finding Confidence in Conflict: How to Negotiate Anything and Live Your Best Life!: https://www.amazon.com/Finding-Confidence-Conflict-Negotiate-Anything/dp/0578413736/ref=sr_1_1?crid=2PSW69L6ABTK&keywords=finding+confidence+in+conflict&qid=1667317257&qu=eyJxc2MiOiIwLjQyIiwicXNhIjoiMC4xNCIsInFzcCI6IjAuMjMifQ%3D%3D&sprefix=finding+confidence+in+conflic%2Caps%2C69&sr=8-1

Richard Shotton has written two books about behavioural science and also began his career in marketing twenty-one years ago before setting up his own company, Astroten. In this episode we talk about Gen Z, ethics around marketing, the effects numbers have on us & much much more. Richard's Website - https://www.richardshotton.com/ Rallen's Rant Spotify Link - https://open.spotify.com/show/3gcUGQrJzDdCxYKnWfbSjG Rallen's Rant YouTube Link - https://www.youtube.com/channel/UC7figpYlzwDgI9wHu5eyAZA

In this episode, we delve into the fascinating world of behavioral science with marketing maestro Richard Shotton. With 23 years under his belt and collaborations with giants like Google and BrewDog, Shotton unveils the secrets behind consumer decision-making. Discover how his latest book, "The Illusion of Choice," provides groundbreaking insights into marketing strategies and consumer engagement. Tune in to uncover the psychological underpinnings that can revolutionize your marketing approach! https://www.theagentsofchange.com/528 Grab your seat now for our Digital Marketing Summit: https://www.theagentsofchange.com/summit Thank you emailtooltester! https://www.emailtooltester.com

Go, Shotton, it's our birthday, we gon' podcast like it's our birthday. This week, we claimed that 50 Cent is better than 49 Cent to coax out and catch a man who knows his onions on the ‘left hand digit effect'; Richard Shotton.  In February 2019, Richard agreed to be our inaugural guest to launch the Call to Action® podcast. Almost exactly 5 years, 343309 listens (or 686618 ears), and 1 book better, we're snaring him for a second, celebratory episode to mark the occasion. Drawing on academic research, previous ad campaigns, and his own original field studies, Richard is the best in the business when it comes to improving marketing with findings from behavioural science. His brace of best-selling books, The Choice Factory and The Illusion of Choice, are practical guides on how any business can use behavioural biases to win customers and sell more stuff.  He chinwags to us on dressing up as Mr Blobby, second album syndrome, why ‘muscular gentleman' is more memorable than ‘common fate', rejecting dubious papers (not the whole field), the IKEA effect, Rory Sutherland and The World of Jam, tips to sell more champagne, releasing the handbrake vs pushing the accelerator, how to make your ad more believable, why Giles is scared of Jollibee, and loads more. You'd be a fool not to fill your ear canals up. *Feel free to ignore this*…but if you leave a review for Call to Action® on Apple Podcasts or Spotify, we'll choose the best 5 to WIN a book pack prize of The Illusion of Choice, The Choice Factory, Delusions of Brandeur, and How Brands Blow. Mega.  ///// Follow Richard on Twitter and LinkedIn Listen to our maiden episode with him here  Here's Astroten  Get your grubby mitts on his books:  The Choice Factory  The Illusion of Choice  And here's that Gregory and Gregory stunt from Greggs  Timestamps (02:02) - Quick fire questions (04:45) - Second album syndrome and writing The Illusion of Choice  (07:26) - Why marketers should always use concrete words   (12:20) - Richard's response to behavioural science critics  (17:05) - Choice paralysis and the importance of context  (19:08) - The IKEA effect   (23:08 ) - ‘Press for champagne' and why marketers should weigh up appeal vs friction  (28:00) - Should ads use more rhyme and humour?  (33:00) - Quick wins for marketers looking to wield the powers of behavioural science  (42:00) - Listener questions  (50:10) - 4 pertinent posers  Richard's book recommendations are:  Writing for Busy Readers by Todd Rogers Alchemy by Rory Sutherland  /////

Only this January, get help gearing up to crush your 2024 New Year resolutions fully focused. You get 1 month for free when you're subscribing for 3 months at: https://www.magicmind.com/JANyoucantoo And with my code: YOUCANTOO20 It's an extra 20% off, which gets you a 75% off. This only lasts until the end of January, so hurry up before it goes away. Richard Shotton is an Author, consultant, & speaker. 00:00 The Tipping Point and Behavioral Science 03:08 Making Behavioral Science Practical and Understandable 04:19 The Evergreen Insights of Behavioral Science 06:35 The Importance of Replicating Experiments 08:09 The Power of Concrete Language 10:28 Confirmation Bias and Moments of Openness 13:16 The Fresh Start Effect 15:25 The Impact of the Fresh Start Effect 19:44 The Power of Commitment and Consistency 24:15 Making Behavior Change Easier 27:18 The Need for Consistency and Habits 29:22 Adding Friction to Discourage Behavior 31:52 The Pratt-Fall Effect and Admitting Flaws 36:10 The Power of Social Proof and Scarcity 40:18 Stated vs Revealed Preferences 46:34 The Complexity of Human Behavior 50:13 The Ever-Changing Field of Behavioral Science 51:06 Debunked Study: Nominative Determinism 52:29 The Challenge of Disseminating Robust Studies 53:57 The Incentives in Academia 55:47 Surprising Knowledge: Nine Enders 58:58 The Challenge of Change 01:00:01 The Paradox of Behavioral Science 01:01:19 Wrap-up and Resources Find Richard Here: https://www.linkedin.com/in/richard-shotton/ My links: Free Clarity Call: https://calendly.com/jamesbrackin/1?month=2023-09

Richard Shotton, author of 'The Illusion of Choice,' joins Richard to talk about how the findings of behavioural science apply the sports market.We make hundreds of decisions every day. What club to support, what subscription to keep and how much is too much to pay for a match ticket? These decisions may appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.The Illusion of Choice identifies the most important psychological biases that everyone in the sports business needs to be aware of today – and shows how clubs and organisations can take advantage of these to win new fans and engage with them more effectively.  01:40 Introduction to the Book: The Illusion of Choice01:55 Understanding Behavioral Science and its Application02:42 The Relevance of Behavioral Science in Advertising and Marketing04:58 The Rise of Behavioral Economics and Science07:13 The Role of Psychology in Advertising09:19 The Ethics and Effectiveness of Advertising11:58 The Role of Behavioral Science in Marketing and Advertising15:47 The Power of Social Proof in Behavior Change19:53 Joey Barton and the Impact of Misogyny in Football21:38 Building Audiences and Attracting Fans in Football22:46 The Power of Concrete Words in Memory Retention24:18 The Power of Visualizable Images in Advertising26:38 The Importance of Differentiation in Marketing28:09 The Pitfalls of Relying on Claim Data29:06 The Influence of Social Proof in Decision Making29:50 The Discrepancy Between Claimed and Actual Motivations30:08 The Power of Testing and Observing in Marketing33:41 The Role of Behavioral Science in Commerce and Government41:07 The Impact of Pricing and Comparison Sets on Perceived Value48:29 The Potential of Sports Fan Base as a Research Lab49:06 The Benefits of In-house Research and TestingUnofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 300 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner' on Apple, Spotify, Google, Stitcher and every podcast app. If you're interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

This year marks 5 years since our maiden episode with Richard Shotton in February 2018. To celebrate Call to Action® turning 5, we asked the …Gasp! team to rummage through all 130 episodes for us to re-release some of their favourites.  Back in January 2020, we kicked off the year with fizzy, fuzzy energy. The fizz and fuzz faded come March 2020, but before that, we packed our plasticine and carried out a search of The Avon to pick up Bristol's finest maker of noise, Gavin Strange.  By day, Gavin is Director and Designer at the beloved Aardman Animations, the Academy Award winning studio behind Wallace & Gromit. It is probably easier to ask what Gavin does not do, a sucker for a night-time side project, under the pseudonym of Jam Factory, he's also an author, toy inventor and speaker on the global circuit. In one of the …Gasp! team's all time favourite episodes, Gavin talks to us candidly on having car parts thrown at his head, pixels, plasticine, what Morph is really like, the unlikely crossover of Maya Angelou and Dragon Ball Z and why we need more wonky things.  Feel better about marketing with Episode 28 of Call to Action® with Gavin Strange.  Follow Gavin on Twitter, Instagram and LinkedIn Check out his website And get his book: Do Fly Timestamps (01:59) - Quick fire questions (02:40) - First jobs, having car parts thrown at his head, getting a job in design (10:00) - Tinkering and creating his alter ego JamFactory  (13:15) - What it's like working at Aardman Animations  (16:39) - Pixels vs plasticine and long standing characters like Morph  (23:30) - Being time buddies with Beyonce and how he gets so much done  (33:10) - Doing silly stuff and his directorial debut (41:50) - Writing his book Do Fly  (53:00) - Listener questions  (1:00:00) - 4 pertinent posers  Gavin's book recommendations are:  Feck Perfuction by James Victore  Draplin Design Co: Pretty Much Everything by Aaron Draplin  Why? How? What? The First Big Book of Art by Brosmind  Cabinet of Curiosities by Guillermo del Toro  Anything by Shepard Fairey 

Tune in to hear:- If so much of what accounts for our behavior is habitual, what hope do we have and how can we change that as we look to the New Year?- Why do such small bits of friction have an outsized influence on our behavior?- Does publicly stating your goals have any drawbacks or does it help you stay accountable?- What is the rhyme-as-reason or fluency effect and how might understanding these effects impact your client education?- Why can subtle tweaks in the framing of an appeal have such massive impacts on how it is received ?- In a field like finance, what is an appropriate application of the behavioral reality that humor is sticky without coming across as unserious?https://www.richardshotton.comhttps://www.astroten.co.ukCompliance Code: 0023-OAS-1/3/2024Orion Portfolio Solutions, LLC, an Orion Company, is a registered investment advisor. Custom Indexing offered through Orion Portfolio Solutions, LLC a registered investment advisor.

What drives the choices we make, and how can we influence the choices that others make?On this episode, I'm speaking to an expert in human decision-making. Richard Shotton is a behavioural science practitioner who has written two best-selling books, ‘ The Choice Factory' and ‘The Illusion of Choice'. Having begun his career in marketing, Richard now helps companies apply behavioural science to solve problems, particularly, as the titles of his books imply, when it comes to influencing the choices people make. During our discussion, we talk about:Richard's career that led him to found Astroten, his own behavioural science practice;the wonderful story of how the company got its namehow the appliance of behavioural science can help solve businessExamples of Richard's approach to doing research and how those can be applied in any context;how companies can efficiently run experiments to see what works and what doesn'tsome of the critical behavioural dynamics relevant to Richard's work, which he explores in his books.And much, much more.What I love about listening to Richard is that he's not just sharing his deep technical knowledge in ways that are easy to digest; he's also very good at coming up with practical ideas for how to deploy Behavioural Science to meet objectives. And he's great fun to talk to.LinksRichard and his company Astroten- https://www.astroten.co.uk/Find him on Twitter/X - https://x.com/rshotton? and on LinkedIn - https://www.linkedin.com/in/richard-shotton/Richard's first book ‘The Choice Factory' - https://www.astroten.co.uk/the-choice-factory His latest book ‘The Illusion of Choice' - https://www.harriman-house.com/illusionofchoice The ‘Astroten' Hofling Hospital Experiment - https://en.wikipedia.org/wiki/Hofling_hospital_experiment The ‘Stolen Thunder Effect' - https://www.ojp.gov/ncjrs/virtual-library/abstracts/effects-stealing-thunder-criminal-and-civil-trialsAn example of Zanussi's Appliance Of Science ad campaign - https://youtu.be/DWbnxCe9xFc?si=wnaabpZrzMUA8kNcThe Keat's heuristic - https://en.wikipedia.org/wiki/Rhyme-as-reason_effectThe McGlone & Tofighbaksh Experiment - https://www.sciencedirect.com/science/article/abs/pii/S0304422X99000030Monadic Testing - https://conjointly.com/blog/what-is-monadic-testing/Professor Robert Cialdini's research on the Petrified Wood Forest in Arizona - https://www.tandfonline.com/doi/full/10.1080/15534510500181459

Richard Shotton is a pioneer in applying behavioural science to marketing. He started his career as a media planner, handling esteemed accounts like Coke, Lexus, and comparethemarket, before founding Astroten, a consultancy dedicated to leveraging behavioural science in marketing.With a robust twenty-three-year tenure in the marketing domain, Richard has been instrumental in helping brands such as Google, Mondelez, and BrewDog navigate their challenges. His book, "The Choice Factory," has captivated readers in fifteen languages, teaching how behavioural science holds the key to resolving business challenges. Following this success, his latest book, "The Illusion of Choice," was released in March 2023, further cementing his influence in the field.Adding to his accomplishments, Richard attained an associate position at the Moller Institute, Churchill College, Cambridge University, in 2021, affirming his dedication to advancing the understanding and application of behavioural science in academia and the marketing landscape.Topics Covered:(00:00) - – Intro (03:00) - – Human present and concreteness biases (04:31) - – Case study of industries navigating the human bias (11:20) - – The power of specificity (17:00) - – The "Red Sneakers Effect” (19:00) - - Breaking conventions and status perception (29:00) - – The declining use of humour in marketing (34:49) - – The importance of concreteness (38:30) - – The power of framing in marketing (44:16) - – The peak-end rule in advertising ***→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails: everyonehatesmarketers.com→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com

“Don't think you have to solve these problems yourselves–there's 130 years of experiments into how to persuade people more effectively.” Richard Shotton, author of “The Choice Factory” The world's only podcast solely dedicated to audio ads is back with an all-timer of an episode. Presenting Ad Infinitum Episode 5 - “Trust Factories, or Illusions of Credibility.” Host Stew Redwine (Oxford Road's VP of Creative Services) welcomes Richard Shotton, author of “The Choice Factory” and “The Illusion of Choice.” Richard has written extensively on consumer behavior and is a renowned thought leader in the advertising space, applying findings from psychology and behavioral science to help people make better marketing choices. Join us as we try to answer the age-old question, “Why should I trust you?” And at the same, we'll be breaking down top-spending creative from Bank of America, Babbel, Vick's, and Upside.

Kia ora to all the beautiful people about to listen to this episode, you are joining thousands each month looking to upskill and become a better version of themselves.Discuss insights from the book 'The Choice Factory' by Richard Shotton with me! We are breaking down the intricate world of influential biases that shape our spending behaviours. I want to reveal how these biases silently impact our financial choices.Within this episode we discuss:Understanding Behavioural EconomicsInsights from "The Choice Factory": Exploring the book's pivotal concepts that illuminate how biases influence our spending decisions.Exploration of Common Biases: Delving into biases such as anchoring, loss aversion, and social proof, revealing their impact on our spending behaviours.Real-Life Examples & Scenarios: Illustrating how these biases manifest in everyday situations, affecting our purchasing choices.Effect on Consumer Behaviour: Discussing the significant influence of biases on consumer decision-making and financial habits.Strategies to Counter Biases: Learning practical methods to recognise and mitigate biases for more informed and mindful spending.Applying Book Principles in Daily Life: Using the book's principles to enhance financial literacy and make smarter spending decisionsLooking forward to hearing from you as always - enjoy the episode!Keen to learn more about personal growth, career and money? Find me on Instagram or Tik TokWant to achieve your financial goals?Use my financial planner hereThanks so much for your support and listening it means so much to me. Please leave a rating or review if you're enjoying and we will chat in the next episode.Want to get in touch directly?sarah@theoneupproject.nzDISCLAIMER:The OneUp Project is an educational platform that provides information that is general in nature. There may be opinions or an individuals experience within this resource that should not be considered as recommendations or personal advice. Everyone's financial situation is so different and you must use the information within this resource at your own risk. Please complete your own due diligence before making any decisions based on the information in this resource. I am not a financial advisor and if you require expert advice please seek advice from a professional.

In 2010, Lady Gaga wore a dress made of raw beef cuts at the Video Music Awards. Why? Well, it turns out it has less to do with differentiation, and more to do with status. In today's episode of Nudge, the final with my wonderful long standing guest Richard Shotton, we explain why powerful people dress differently.  Access the bonus episode: https://tinyurl.com/5xzu6uv3 Harvard Fake Data Scandal Episode: https://tinyurl.com/yxy8tz2k Lady Gaga's Meat Dress: https://en.wikipedia.org/wiki/Meat_dress_of_Lady_Gaga Louis' newsletter: https://www.everyonehatesmarketers.com/ Yes Mistress: https://theyesmistress.com/ The drunk UX tester: https://theuserisdrunk.com/ La Vie ad: https://tinyurl.com/4xjf4uy4

There's an ad that's stuck in my mind for over a decade. It's annoying, poorly written, and nonsensical, yet millions of Brits like me can't forget it. In today's episode, the bestselling author Richard Shotton explains why.  Sign up to my newsletter: https://www.nudgepodcast.com/mailing-list The infamous Frosties ad: https://youtu.be/4S6N_gQPYIM Steve Jobs reveals the MacBook air: https://youtu.be/kvfrVrh76Mk Listen to the full episode on Steve Jobs: https://tinyurl.com/yekpvk8u My LinkedIn poll: https://tinyurl.com/3zvxmvrf Illusion of Choice: https://tinyurl.com/mrxduj97 The Choice Factory: https://www.richardshotton.com/the-choice-factory

When Whitney Wolfe launched Bumble she put up official looking signs outside lecture theatres at universities saying “NO ACCESS TO FACEBOOK, TWITTER, TINDER, & BUMBLE INSIDE”. You'd think telling people not to use your app would put potential customers off. But the opposite is true. Bumble quickly grew to become the second biggest online dating site, now worth over $3 billion. In today's Nudge with Richard Shotton, you'll hear why that campaign worked so well.  Please feel free to ignore my newsletter: https://www.nudgepodcast.com/mailing-list Kennedy's anti-Nixon ad: https://tinyurl.com/yckpfar5 Check out Astroten: https://www.astroten.co.uk/ Illusion of Choice: https://tinyurl.com/mrxduj97 The Choice Factory: https://www.richardshotton.com/the-choice-factory

My guest this week is making his first—and hopefully not his last—visit to the Read to Lead Podcast, and on the eve of the show's 10th birthday, no less. His name is Richard Shotton. He's written a followup to his amazingly well-received The Choice Factory. It's called The Illusion of Choice: 16 1/2 psychological biases […] The post 483: The Illusion of Choice with Richard Shotton first appeared on Read to Lead Podcast.

In this episode, I had the pleasure of chatting with Richard Shotton, a behavioral science expert who knows a thing or two about marketing. He gave us some incredible insights into how to apply behavioral science to branding and consumer behavior. One of the coolest things we learned was that embracing imperfections in your branding can actually make you more relatable and endearing to your customers. Plus, leveraging behavioral biases can give you a short-term boost while also building trust with your audience. Win-win!Richard is the founder of Astroten, helping brands like Google and Barclays apply behavioral science. He authored "The Choice Factory," a best-selling book on marketing biases. His contributions have earned him honors from the IPA and affiliations with Churchill College, Cambridge University. His newest book, “Illusion of Choice,” is out now.We talk about:[0:00] Intro[2:09] The moment that ignited Richard's passion for behavioral science[4:39] The art of embracing imperfections in branding[8:48] Using behavioral biases for short-term results and building trust[11:01] 16 ½ psychological biases that influence what we buy[12:25] The gap between what people say and do[17:32] Richard's process for writing his books[19:45] Making complex studies more accessible[20:56] Concrete vs. abstract: the power of visualization in communication[25:56] How price perception influences value[29:17] Richard's must-read books for marketing and business[30:40] Richard's advice to entrepreneursConnect with Richard Shotton here:https://www.astroten.co.uk/https://www.linkedin.com/in/richard-shotton-a555541/Mentions:Alchemy: The Surprising Power of Ideas That Don't Make Sense: https://www.amazon.com/Alchemy-Surprising-Power-Ideas-Sense/dp/0753556529Influence, New and Expanded: The Psychology of Persuasion: https://www.amazon.com/Influence-New-Expanded-Psychology-Persuasion/dp/B08RLT11Q3/ref=sr_1_1?crid=1C5W3C9YPFU1D&keywords=influence+book&qid=1685032749&s=books&sprefix=influence+boo%2Cstripbooks%2C139&sr=1-1 Priceless: The Myth of Fair Value (and How to Take Advantage of It): https://www.amazon.com/Priceless-Myth-Fair-Value-Advantage-ebook/dp/B003DRO5OY/ref=sr_1_2?crid=2ABTZHVOSEAT7&keywords=priceless+applies+psychology+to+pricing&qid=1685032829&s=audible&sprefix=priceless+applies+psychology+to+pricing%2Caudible%2C207&sr=1-2Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones: https://www.amazon.com/Atomic-Habits-James-Clear-audiobook/dp/B07RFSSYBH/ref=sr_1_1?crid=FU62BYK81PUN&keywords=atomic+habits&qid=1685032876&sprefix=atomic+hab%2Caps%2C531&sr=8-1Illusion of Choice: 

In the context of choice architecture, mapping involves organizing options to make them easily comprehensible and help customers make better decisions. By presenting choices in a simple and quick-to-understand manner, customers can avoid getting overwhelmed and make choices they are confident about. It is important, however, to carefully consider how options are presented, as offering too many choices can lead to confusion and regret.  For the best results, businesses should strive to make options easy to compare and understand. Melina Palmer explains that mapping is a critical part of structuring complex choices, the "U" and "S" in NUDGES, and can be used to make customer decision-making more accessible and efficient. Proper mapping can result in better outcomes for both the customer and the business. Palmer highlights examples from several industries, including ice cream, hospital treatments, megapixel cameras and product guarantees, to illustrate how mapping concepts can be utilized to guide customers towards the best choice while maintaining their freedom to choose. Understand the role of mapping in choice architecture for superior customer selections. Convert complex choices into approachable, meaningful opportunities. Help people get from where they are to where they want to be in the easiest way possible. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the topic of the episode, which is the “U” in NUDGES: understanding mapping. She explains that the concept of mapping is important in choice architecture and nudging, which are foundational in behavioral economics. 00:04:03 - What is Mapping?, Mapping refers to the relation between choice and welfare. The example given by Thaler and Sunstein in Nudge is choosing a flavor of ice cream versus choosing a medical treatment. The mapping for choosing ice cream is relatively easy, while the mapping for choosing a medical treatment is much more complex and difficult. 00:07:07 - Five-Step Process to Understanding Mapping, Melina's five-step process to understanding mapping includes: 1) encourage thoughtful review and open-mindedness, 2) break down the options, 3) make it relatable, 4) help them to get there, and 5) call to action. This process is essential in building the map and guiding the customer to the right recommendation. 00:10:22 - Encouraging Thoughtful Review, It's important to understand the biases and mental state of the customer or patient in making big decisions. The best choice architect will encourage thoughtful review and open-mindedness, especially in highly emotional situations. 00:12:08 - Breaking it Down and Making it Relatable, The second and third steps in the five-step process are breaking down the options and making it relatable. This means anticipating the questions and needs of the customer and presenting relatable information in their language. In the example of buying a camera, the mapping will be different for each type of customer and their needs. 00:16:34 - Mapping in a nutshell, Every choice can be broken down into a simple rule of thumb to use. Sticking with the camera example, megapixels are confusing. Saying it can be “billboard” or “poster size” or “web only” means something that can help someone make an informed decision. 00:19:54 - Air Conditioning Mapping Example, To map the seemingly simple choice of buying air conditioning, let's encourage thoughtful review, break it down, make it relatable, help them get there, and set our call to action. 00:27:17 - Mapping in the Restaurant Industry, Mapping in the restaurant industry involves sorting menu items into categories, relatable descriptions, and making it easy to choose. Staff picks, chef specials, bolded options, and images can also help with the mapping process. 00:31:44 - Mapping in the Beauty Industry, Nail salons and other businesses in the beauty industry can learn from mapping practices. Simplify options, categorize services, and provide clear descriptions to help customers make informed choices. 00:32:45 - The Importance of Mapping, Adding more options to a product can cause confusion and overwhelm for the consumer, making it harder for them to make a decision. It is important to provide a map or a clear comparison of options to aid consumers in making a choice. 00:37:12 - The Significance of Incentives in Mapping, Consumers perceive fees differently than rates and how incentives play a role in mapping. Companies should present information in a relatable way to consumers to aid in making better decisions. 00:42:09 - The Importance of Trailers and Descriptions in Mapping, Trailers, reviews, and ratings help customers map their options when it comes to choosing movies to watch. Brands can use visuals, such as commercials that show someone using their product, to help consumers create a mental map and make a decision. 00:44:38 - The Benefits of Trial Periods and Satisfaction Guarantees, Companies can offer trials or guarantees of their products to help consumers test their welfare and make a more informed decision. 00:46:45 - The Importance of Showcasing Benefits in Mapping, Category headings like "Most Popular" or "Best Value" can help direct consumers towards the best options. It is important to ensure that these headings accurately reflect the product to avoid nudging consumers towards a bad choice. 00:48:31 - Understanding Customer Behavior, To understand customer behavior, it's important to consider the options they have and the criteria they use to make decisions. Creative solutions and presenting information in the best way possible can help businesses stand out from competitors and win repeatedly. 00:48:59 - Value and Testing, Understanding where customers experience value and knowing how to present information takes time and testing, but it pays dividends. Businesses can unlock the most effective ways to encourage customers to buy and motivate employees to buy in by using proper mapping. 00:49:28 - Incentivizing Employees, Incentivizing employees can be challenging, but with the right approach and understanding of their motivation, businesses can achieve success. The effort put in upfront can lead to significant dividends in the long run. 00:50:08 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: Nudge, by Richard Thaler and Cass Sunstein Mixed Signals, by Uri Gneezy What Your Customer Wants and Can't Tell You, by Melina Palmer The Illusion of Choice, by Richard Shotton Elements of Choice, by Eric Johnson Top Recommended Next Episode: The “N” in Nudges – iNcentives (ep 272) Already Heard That One? Try These:  Mixed Signals, with Uri Gneezy (ep 273) The Illusion of Choice, with Richard Shotton (ep 275) Choice Hacking, with Jennifer Clinehens (ep 141) Priming (ep 252) Loss Aversion (ep 9) NUDGES & Choice Architecture (ep 35) The Overwhelmed Brain and Its Impact on Decision Making (ep 32) Mirror Neurons (ep 31) Anchoring and Adjustment (ep 11) The Top 5 Wording Mistakes Businesses Make (ep 2) Sludge (ep 179) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter 1995 Breyer's Ice Cream Commercial Nudges Blog Choice Architecture

Ever wonder why mosquitoes are attracted to some people more than others? I begin this episode by discussing 5 factors that make you so irresistible to those pesky insects. https://theweek.com/articles/462191/5-things-that-make-irresistible-mosquitoes Consumer behavior is a fascinating area of research. While people like to think they make objective decisions about what to buy or not buy, there are a lot of factors that influence those decisions such as description, price, ease of use and many more. And they influence you in ways that are not so obvious. Joining me to explain these factors is Richard Shotton. He is a behavioral scientist and author of the book The Illusion of Choice: 16 ½ Psychological Biases That Influence What We Buy (https://amzn.to/3q2Vne9). What do you think of when you hear the word data? Doesn't it seem that data has an air of certainty, authority and objectivity. It's hard to argue with data, right? That's what concerns Chris Wiggins who is here to take a hard look at the history of data, algorithms and statistics and how they have come to drive so much of our lives. Should we accept data simply because, well, it's data? Or should we be a bit more skeptical? Chris Wiggins is an associate professor of applied mathematics at Columbia University and he is the New York Times's chief data scientist and co-author of the book How Data Happened: A History from the Age of Reason to the Age of Algorithms (https://amzn.to/3luS1Pb). Ever pull a green potato chip out of the bag and wonder if it is safe to eat? What about the occasional dark brown chip? What's the deal with that one? Listen as I explain what to do with these off-color chips. https://www.mentalfloss.com/article/30746/whats-those-green-potato-chips-you-sometimes-find PLEASE SUPPORT OUR SPONSORS! Indeed is the hiring platform where you can Attract, Interview, and Hire all in one place! Start hiring NOW with a $75 SPONSORED JOB CREDIT to upgrade your job post at https://Indeed.com/SOMETHING Offer good for a limited time. Discover Credit Cards do something pretty awesome. At the end of your first year, they automatically double all the cash back you've earned! See terms and check it out for yourself at https://Discover.com/match If you own a small business, you know the value of time. Innovation Refunds does too! They've made it easy to apply for the employee retention credit or ERC by going to https://getrefunds.com to see if your business qualifies in less than 8 minutes! Innovation Refunds has helped small businesses collect over $3 billion in payroll tax refunds! Let's find “us” again by putting our phones down for five.  Five days, five hours, even five minutes. Join U.S. Cellular in the Phones Down For Five challenge! Find out more at https://USCellular.com/findus Learn more about your ad choices. Visit podcastchoices.com/adchoices

Richard Shotton is a behavioural scientist, Founder of Astroten and an author. Humans are predictably irrational. By studying these behaviours through clever techniques, advertisers and marketers have been able to boost sales and influence you in ways you might not realise or expect. So it's pretty important to discover how you're being manipulated. Expect to learn what are the most powerful words in persuasion, which human biases are over tested & overrated, how a small commitment can be the beginning of a huge commitment, which hacks make advertising campaigns stick in people's minds, how to overcome the problem of analysis paralysis, how to change everything someone believes whilst changing nothing they experience and much more... Sponsors: Get the Whoop 4.0 for free and get your first month for free at http://join.whoop.com/modernwisdom (discount automatically applied) Get up to 55% discount on your Babbel subscription https://babbel.com/modernwisdom (discount automatically applied) Get 10% discount on your first month from BetterHelp at https://betterhelp.com/modernwisdom (discount automatically applied) Extra Stuff: Buy The Illusion Of Choice - https://amzn.to/3XDakP7 Follow Richard on Twitter - https://twitter.com/rshotton  Get my free Reading List of 100 books to read before you die → https://chriswillx.com/books/ To support me on Patreon (thank you): https://www.patreon.com/modernwisdom - Get in touch. Instagram: https://www.instagram.com/chriswillx Twitter: https://www.twitter.com/chriswillx YouTube: https://www.youtube.com/modernwisdompodcast Email: https://chriswillx.com/contact/ 

Earning your 10th cup of coffee for free isn't nearly as satisfying as being randomly awarded a free coffee from your barista. These uncertain rewards are a genius way of enforcing new habits, which our guest Richard Shotton outlines in his fantastic new book. In fact, Richard's book “The Illusion of Choice: 16 ½ psychological biases that influence what we buy" is a treasure trove of research and anecdotes which bridge the gap between the very technical world of academia and the “wild” application of behavioral science in real world marketing. Kurt and Tim don't delve into all 16 ½ psychological biases from the book, but their conversation with Richard jumps into some fascinating topics. Among them are the seemingly contradictory chapters in Richard's book that are titled “Make It Easy” and “Make It Difficult”. So which is it - should we add or remove friction to products? In fact, it's both! And (as we love to say on Behavioral Grooves) it depends on the context and ultimately what your marketing goal is. “You've got to be very clear about what is the barrier, or what is the problem you are trying to resolve as a marketer. And once you're clear about that, then it's easy to match the right behavioral science experiment, and therefore the right recommendation to that problem.” We discuss the power of simple, concrete language; why we perceive precise numbers to be more accurate; and how authoritarian language can discourage customers, employees and possibly citizens. As mentioned in the show, we were recently honored to be awarded the 2023 Behavioral Science Podcast of the Year by GAABS. Thank you to the wonderful team at GAABS, and all our listeners who made this possible, we really appreciate your ongoing support.   Topics  (5:33) Welcome and speed round question. (7:57) Why randomly being awarded a coffee is so satisfying.  (13:00) Closing the gap between academia and applied behavioral science. (15:12) The power of concrete over abstract words. (20:48) Breaking prices down to unit price is perceived as better value. (24:32) How precise pricing increases the acceptance rate. (28:38) Why simple language is so important. (33:40) When is it best to increase friction and when should you remove friction?  (40:44) Is there actually a replication “crisis” in behavioral science? (42:48) Authoritarian messages could have a negative effect on customers and employees. (47:36) What musical artists would Richard take to a desert island? (52:20) Grooving Session with Kurt and Tim on Richard's work.   © 2023 Behavioral Grooves   Links  GAABS: https://gaabs.org/  Richard Shotton's book “The Illusion of Choice: 16 ½ psychological biases that influence what we buy”: https://amzn.to/3LxOCs5  Astroten: https://www.astroten.co.uk/  Dishoom restaurant: https://www.dishoom.com/  Ian Begg (1972)  “Recall of meaningful phrases”, Journal of Verbal Learning and Verbal Behaviour: https://www.sciencedirect.com/science/article/abs/pii/S0022537172800240  Robert Schindler & Richard Yalch (2006), “It Seems Factual, But Is It? Effects of Using Sharp versus Round Numbers in Advertising Claims” Advances in Consumer Research: https://www.researchgate.net/publication/279544736_It_Seems_Factual_But_Is_It_Effects_of_Using_Sharp_versus_Round_Numbers_in_Advertising_Claims  Episode 64, Danny Oppenheimer: Governance and Helicopter Parenting: https://behavioralgrooves.com/episode/danny-oppenheimer-governance-and-helicopter-parenting/   Daniel Oppenheimer (2006) “Consequences of Erudite Vernacular Utilized Irrespective of Necessity: Problems with Using Long Words Needlessly” Applied Cognitive Psychology: https://www.researchgate.net/publication/227513726_Consequences_of_erudite_vernacular_utilized_irrespective_of_necessity_Problems_with_using_long_words_needlessly  Ig Nobel Prizel: https://en.wikipedia.org/wiki/Ig_Nobel_Prize  The IKEA effect: https://thedecisionlab.com/biases/ikea-effect#:~:text=The%20IKEA%20effect%2C%20named%20after,expended%20effort%20to%20create%20them.  Felicia Pratto & Oliver John (1991) “The attention-grabbing power of negative social information”: https://www.researchgate.net/publication/21213504_Automatic_Vigilance_The_Attention-Grabbing_Power_of_Negative_Social_Information  Episode 350, How One Small Word Can Transform Our Motivation, Success And Relationships | Jonah Berger:  https://behavioralgrooves.com/episode/words-can-transform-jonah-berger/  Variable Ratio Reinforcement: https://practicalpie.com/variable-ratio-reinforcement/  Behavioral Grooves Patreon: https://www.patreon.com/behavioralgrooves   Musical Links  David Bowie “Starman”: https://www.youtube.com/watch?v=tRcPA7Fzebw&pp=ygUTZGF2aWQgYm93aWUgc3Rhcm1hbg%3D%3D  The Strokes “Last Night”: https://www.youtube.com/watch?v=TOypSnKFHrE&pp=ygULdGhlIHN0cm9rZXM%3D  The Verve “Bitter Sweet Symphony”: https://www.youtube.com/watch?v=1lyu1KKwC74&ab_channel=TheVerveVEVO  The Cure “Pictures Of You”: https://www.youtube.com/watch?v=UmFFTkjs-O0&ab_channel=TheCureVEVO  Wonder Stuff “Don't Let Me Down Gently”: https://www.youtube.com/watch?v=SIKUZjc4gVo&ab_channel=TheWonderStuffVEVO  Stone Roses “I Wanna Be Adored”: https://www.youtube.com/watch?v=4D2qcbu26gs&pp=ygULc3RvbmUgcm9zZXM%3D  John Prine “I Remember Everything”:  https://www.youtube.com/watch?v=Ww1SenQwaMg  Public Enemy “Fight The Power”: https://www.youtube.com/watch?v=2WHe5fxS3dA&ab_channel=UPROXXVideo 

We spend our days reacting, responding, pivoting. To the latest trends, headlines and/or that urgent email in your inbox. It's not you – it's your brain. It's how we're wired.  But understanding why we all behave the way we do is incredibly powerful. It allows us to align with the things that matter to us most – from personal change to climate change. So, we thought we'd ask the experts and invited Richard Shotton, author and behavioural scientist and Stuart West, UK net zero lead at Deloitte into The Green Room. Tune in to find out:         Why humans dislike change – and simple ways to make it easier         The behavioural science tricks everyone should know         How these techniques can help us in the fight against climate change         Our experts' top tips to help us achieve our personal goals Enjoyed the episode? Make sure you hit follow so you don't miss the next one and check our website for our recommendations to learn more about this topic: Deloitte.co.uk/GreenRoomPodcasts    Guests: Richard Shotton, author of The Illusion of Choice and The Choice Factory, and Stuart West, UK net zero lead at Deloitte and former COP26 facilitator. Hosts: Ethan Worth and Lizzie Elston   Technical support: Deloitte's in-house Film Studio   Original music: Ali Barrett   

Richard is a behavior scientist, consultant, and the author of Illusion of Choice, and The Choice Factory, a best-selling book on how to apply findings from behavioral science to advertising. He is the founder of Astroten, a consultancy that applies behavioral science to marketing. Top questions Richard answers in his work: How do cognitive biases impact consumer decision-making? What role do emotions play in driving behavior and decision-making? How can marketers harness social influence to encourage consumer action? How can anchoring and framing techniques be employed effectively for persuasion? What's the significance of scarcity and the fear of missing out in driving behavior? In our conversation, we go over research-backed ways to improve your persuasion skills in business & social situations, how to make faster and smarter decisions, common psychological biases we have and how to identify them, and more. If you enjoy the podcast, would you please consider leaving a short review on ⁠Apple Podcasts/iTunes⁠ and a rating on our ⁠Spotify show⁠? It takes less than 60 seconds, and it really makes a difference. Learn more about Richard: Website: https://www.richardshotton.com/ Twitter: https://twitter.com/rshotton Instagram: https://www.linkedin.com/in/richard-shotton-a555541/ Past guests on Growth Minds include: ⁠Robert Kiyosaki⁠ (Rich Dad Poor Dad), ⁠Steve Aoki⁠, ⁠Robert Greene⁠, ⁠Dr. Jason Fung⁠, ⁠Dr. Steven Gundry⁠, ⁠Neil deGrasse Tyson⁠, ⁠Dennis Rodman⁠, ⁠Wim Hof⁠, ⁠Robin Sharma⁠, ⁠Vanessa Van Edwards⁠, ⁠King Bach⁠, Daniel Pink, Dr. William Davis, Doctor Mike, Lewis Howes (School of Greatness), Tom Bilyeu (Impact Theory), Andrew Yang, Dr. Paul Conti, Charles Hoskinson (Ethereum), Dr. Drew (After Dark), Jo Koy, Jordan Belfort (Wolf of Wall Street), Gad Saad, Adam Carolla, Louis the Child, Vishen Lakhiani (Mindvalley), Bret Weinstein (DarkHorse Podcast), James Nestor, Dave Rubin, Scott Adams (Real Coffee with Scott Adams), and more.

How do you convince customers your brand has authority? You get into the specifics. Richard Shotton is the behavioral science expert armed with the tactics you need.Richard is the Founder of Astroten, the company helping brands like Google, Mondelez, BrewDog and Barclays apply behavioral science to solve their challenges.Daniel and Richard discuss how generalizations make customers feel unsure about your brand, why visual language is sticky, and tactical psychological biases you can use today to get your emails read.And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest performing ROAS channel by far. Visit Retention.com to book a demo today.Follow Richard:LinkedIn: https://www.linkedin.com/in/richard-shotton/Twitter: https://twitter.com/rshottonAnd to buy a copy of Richard's latest book head to AmazonFollow Daniel on Twitter: twitter.com/Dmurr68LinkedIn: linkedin.com/in/daniel-murray-marketing Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennialsDaniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com

In today's conversation, I am joined by Richard Shotton. His first book, The Choice Factory, is a best-selling book on how to apply findings from behavioral science to advertising. His new book, The Illusion of Choice: 16 ½ Psychological Biases that Influence Why We Buy, is a phenomenal add to what he has already contributed to the field of behavioral science.  This book (and conversation!) are both full of great examples from traditional academic research and from practical application. And, one of my favorite things that Richard does is take research and recreate it. Sometimes it replicates (and does even better than expected) and sometimes it doesn't – whatever the results, they are shared and there are learnings for everyone involved. And, of course, that includes you.  Does precision matter? Should you speak in abstract or concrete terms? Tune in and get ready for these amazing lessons and many more… Show Notes: [00:43] In today's conversation, I am joined by Richard Shotton. Richard is the author of The Choice Factory, a best-selling book on how to apply behavioral science to advertising.  [02:42] Richard shares himself, his background, and the work he does in behavioral science.  [04:06] There are thousands of biases. He covers 25 in The Choice Factory. His new book covers 16 and ½ more. (The half chapter is around the power of precision.)  [06:51] Precision is powerful. Generally if someone knows the subject they speak in precision, if not they speak in generalities.  [09:30] The precise price tends to be seen as lower than rounded ones.   [11:52] If you want to change behavior, remove friction. If you want to boost appreciation of your product, you might want to add some friction.  [13:10] The importance of framing the question is key if you are going to use behavioral science practically.   [15:42] You have this huge swing in memorability based on whether terms are concrete or abstract. If we can picture a term it becomes very sticky if not it becomes forgettable.  [18:02] Increasingly brands talk in abstract terms. It is ineffective to use that language. If you want to communicate one of those abstract objectives you have to translate it into more concrete terminology.  [20:43] Academics sometimes make behavioral science more complex than it has to be. Reading modern academic papers is a chore.  [22:41] The evidence shows that if you communicate simply you come across as more prestigious and more intelligent.  [25:50] People were twice as likely to remember the rhyming than the non rhyming phrases. Alliterating phrases have a boost of believability and memorability.  [28:06] We have to make sure that what we do is what our clients want us to do rather than worrying about the kudos that we as individuals get.  [30:19] The cafe had a problem that people didn't want to go on a Monday. So if you go on Monday you get to roll the brass dice. If you roll a six everything you have eaten is free. (Love this!) [33:27] If you know that this is the thing on Monday, everyone is going to order a little bit more because they might get it all for free.  [36:01] People are not only interested in maximizing the financial benefit of the situation. They also wanted to know that they are being treated well and not being taken advantage of.   [38:35] Questions are so important. Questions can give people a pause for thought and influence them more subtly.  [41:12] Professionals are just as influenced as consumers with the vast majority of biases. The only difference is they are even more loathe to admit it.  [42:43] Podcasts and books are a wonderful way of quickly understanding lots of different experiments. The ones you think are most interesting are worth finding the original paper and exploring further.  [44:53] Melina's closing thoughts Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: The Choice Factory, by Richard Shotton The illusion of Choice, by Richard Shotton Alchemy, by  Rory Sutherland Friction, by Roger Dooley Sludge, by Cass Sunstein Connect with Richard:  Richard's Website Richard on Twitter Top Recommended Next Episode: Friction, with Roger Dooley (ep 274) Already Heard That One? Try These:  Herding (ep 19) Status Quo Bias (ep 142) The Voltage Effect with John List (ep 190) What Problem are You Solving? (ep 126) Sludge: What It Is and How to Reduce It (ep 179) IKEA Effect & Effort Heuristic (ep 112) Habits (ep 21) Framing (ep 16) The Sense of Sight (ep 24) Get Your D.O.S.E. of Brain Chemicals (ep 123) Inequity Aversion: That's Not Fair! (ep 224) Unlocking the Power of Numbers (ep 17) Relativity (ep 12) Peak-End Rule (ep 97) Social Proof (ep 87) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter Schindler Precision Dynamic Pricing in a Labor Market: Surge Pricing and Flexible Work on the Uber Platform

A return for podcast guest number 1, Richard Shotton, following the launch of his brand new book "The Illusion of Choice: 16½ psychological biases that influence what we buy"."Every day, people make hundreds of choices.Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these to win customers, retain customers and sell more.Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.You'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more."What we covered in this episode: Why the podcast 4.9 star rating is the best one The meanest tweet Uncensored CMO ever had Social proof gives you wings Why the new book has 16 ½ chapters Feel free to ignore this chapter in the book Why biases affect professionals as well as consumers The Russian tank effect and how AI can be misled How AI design a better pair of Nike Trainers Recency, primacy and the peak end rule How behavioural science supports the laws of marketing Jon ranks the biases The Zuckerberg t-shirt principle (red sneaker effect) Why breaking convention is associated with higher status Always use concrete phrases not fluffy marketing nonsense The more visual the phrase the easier to remember Relatable stories beat cold hard statistics Telling one persons story well is better than trying to represent a group How well can experts predict a successful Super Bowl Ad Experts are trained to see novelty rather than broad appeal We are all rewarded based on sophistication and complexity rather than simplicity How thicker paper led to more charity donations Why marketer can't predict how well their own advertising will do Professional forecasters are no better at predicting than the average person Why freedom of choice leads to much greater perceived value Why we would rather suffer a loss if we now someone else has done better Adverts aren't trying to be funny anymore even though the funny ones work Why making a joke would increase your tips Making it easy is the best way to make someone do something We radically underestimate the impact of removing friction Removing friction beats customer benefits every time How to frame your pricing so people buy your preferred product What colonoscopies can tell us about the peak end rule Why ads with a peak end perform better overall Links Follow Jon Follow Richard Watch UCMO on YouTube

Today I welcome Roger Dooley to The Brainy Business podcast for a refresh of our conversation about his book Friction. Featuring this discussion was inspired by Richard Shotton's new book The Illusion of Choice, which has one chapter about “making it easy” and then another on “making it difficult” (and you'll hear all about it on Friday). This perfectly aligns with Roger's book, Friction, which is all about understanding the psychology of friction and how it can be used to optimize customer experiences. That made it the perfect refresh candidate for this week! While reducing friction is often best and what most businesses need, sometimes there is also value in adding friction in the right places. For example, in What Your Employees Need and Can't Tell You, I suggest introducing a 30 minute waiting period before sending emails can help to avoid mistakes.  As you listen today and think about Friction, consider your own experiences — where can they be easier? Where should they be more difficult? I know that seems a bit counterintuitive now, but some thoughtful friction is really valuable in the right places. Listen in to learn how you can use friction in your own business. Show Notes: [00:39] Today's episode is all about friction, specifically, a refresh of the conversation I had with Roger Dooley on his book Friction way back in November 2019. [01:44] As you listen today and think about friction, consider your own experiences — where can they be easier? Where should they be more difficult? [04:04] The cover of Roger's book, Friction, intentionally had a coarse / gritty texture. It was meant to convey a sense of friction. (Priming!) [05:35] Roger shares about himself, his background, and the work he does.   [07:40] The interaction of neuroscience, behavioral science, and business has always been fascinating to him. His blogging, podcast, and books have given him a chance to explore that and simplify it for people in business.  [09:22] There has been an increase in business interest in behavioral science. [11:46] Change is hard, especially when humans are involved.  [12:57] 95% of the time businesses have too much friction in their processes. [13:49] There are times when adding friction helps. In general, it is best to eliminate it. Amazon is a prime example of that.  [16:27] Friction is an unnecessary effort to complete a task.  [18:29] Amazon makes it so that 99% of the time or more you are simply using the one-click button to ship a product to your home address or office address.  That makes it a low-risk transaction.  [21:46] People don't look at the cost of the processes they create. When looking at the total time, cost, and effort compared to the amount you would lose, there's no comparison.  [23:29] Where there is high trust there is low friction.  [25:08] Often we create processes that are designed to make things easier but they don't really work that way.  [27:51] How many people are going to be affected by this and how can we make things easier?  [30:08] In general, if you are trying to maximize leads or sales, making the process as simple as possible is the way to go.  [33:08] By giving them that “out” you relieve the pressure and they are more comfortable complying with the request.  [35:54] Buffer took all the friction out of scheduling social media. They made it simple to get started.  [38:34] Rather than seemingly correct the person and imply that they didn't work at it hard enough they avoid the word “actually”. [40:46] Loyal customers are better and more valuable than new customers. Low-effort experiences drive loyalty.  [42:38] They are comparing you against their best, lowest effort customer experiences.  [43:57] You are endangering the loyalty of all those customers you can not handle in that instantaneous and efficient manner.  [46:54] Sometimes eliminating useless parts of the process is the best way. [48:34] As you look to decrease friction you will start to notice it all around you.  [50:27] Melina's closing thoughts [52:41] Remember, you are a human doing business with humans inside your company and with your customers — trust and humanness and a reduction in friction can go a long way in building an amazing business. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn More and Support The Brainy Business: Check out Melina's books.  Get the Books Mentioned on (or related to) this Episode: Friction, by Roger Dooley What Your Customer Wants and Can't Tell You, by Melina Palmer How Customers Think, by Gerald Zaltman Alchemy, by Rory Sutherland Sludge, by Cass Sunstein  Connect with Roger:  Roger's Website Roger on LinkedIn Roger on Twitter Top Recommended Next Episode: Sludge (ep 179) Already Heard That One? Try These:  Relativity (ep 12) The Sense of Touch (ep 28) How To Set Up Your Own Experiments (ep 63) Surprise and Delight (ep 60) Framing (ep 16) Priming (ep 18) Nudges and Choice Architecture (ep 35) The Overwhelmed Brain and Its Impact on Decision Making (ep 32) Focusing Illusion (ep 89) Decision Fatigue (ep 132) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter

Five years ago this week (February 25, 2018-2023), I published the first episode of Sweathead. Richard Shotton was my first interview. So I've called him back for two episodes this week.  In this episode, we discuss Richard's new book "The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy". You can find Richard here: https://www.astroten.co.uk/ **  Next strategy training: The Sweathead Strategy Accelerator (March) WTEff–The Eff-ing Effectiveness Festival (April) Details: http://www.sweathead.com. ** Sign up to our weekly strategy newsletter: http://eepurl.com/dscjW5 ** Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

Modern Wisdom Podcast Notes Key Takeaways Check out the Modern Wisdom Podcast Episode PageRead the full notes @ podcastnotes.orgRichard Shotton is a behavioural scientist, Founder of Astroten and an author. This might not be news to you, but the human brain isn't designed to be rational. There are cheat codes to get the brain to believe strange things, do strange things and change in ways you might not anticipate. Richard has one of the best insights into this world of mental models, psychology, consumer behaviour, principles for advertising and social change. Expect to learn the marketing secret about behaviour change that everyone forgets about, how to make habit formation absolutely seamless, why IKEA is so successful even though they don't make your furniture, a hack that any advertising campaign can use to make it stick in people's minds, how to fix the problem of choice paralysis and much more... Sponsors: Get 10% discount on all Gymshark's products at https://bit.ly/sharkwisdom (use code: MW10) Get 7 days free access and 25% discount from Blinkist at https://blinkist.com/modernwisdom (use code MODERNWISDOM) Extra Stuff: Buy The Illusion Of Choice - https://amzn.to/3XDakP7 Follow Richard on Twitter - https://twitter.com/rshotton  Get my free Reading List of 100 books to read before you die → https://chriswillx.com/books/ To support me on Patreon (thank you): https://www.patreon.com/modernwisdom - Get in touch. Instagram: https://www.instagram.com/chriswillx Twitter: https://www.twitter.com/chriswillx YouTube: https://www.youtube.com/modernwisdompodcast Email: https://chriswillx.com/contact/ 

Modern Wisdom: Read the notes at at podcastnotes.org. Don't forget to subscribe for free to our newsletter, the top 10 ideas of the week, every Monday --------- Richard Shotton is a behavioural scientist, Founder of Astroten and an author. This might not be news to you, but the human brain isn't designed to be rational. There are cheat codes to get the brain to believe strange things, do strange things and change in ways you might not anticipate. Richard has one of the best insights into this world of mental models, psychology, consumer behaviour, principles for advertising and social change. Expect to learn the marketing secret about behaviour change that everyone forgets about, how to make habit formation absolutely seamless, why IKEA is so successful even though they don't make your furniture, a hack that any advertising campaign can use to make it stick in people's minds, how to fix the problem of choice paralysis and much more... Sponsors: Get 10% discount on all Gymshark's products at https://bit.ly/sharkwisdom (use code: MW10) Get 7 days free access and 25% discount from Blinkist at https://blinkist.com/modernwisdom (use code MODERNWISDOM) Extra Stuff: Buy The Illusion Of Choice - https://amzn.to/3XDakP7 Follow Richard on Twitter - https://twitter.com/rshotton  Get my free Reading List of 100 books to read before you die → https://chriswillx.com/books/ To support me on Patreon (thank you): https://www.patreon.com/modernwisdom - Get in touch. Instagram: https://www.instagram.com/chriswillx Twitter: https://www.twitter.com/chriswillx YouTube: https://www.youtube.com/modernwisdompodcast Email: https://chriswillx.com/contact/ 

Richard Shotton is a behavioural scientist, Founder of Astroten and an author. This might not be news to you, but the human brain isn't designed to be rational. There are cheat codes to get the brain to believe strange things, do strange things and change in ways you might not anticipate. Richard has one of the best insights into this world of mental models, psychology, consumer behaviour, principles for advertising and social change. Expect to learn the marketing secret about behaviour change that everyone forgets about, how to make habit formation absolutely seamless, why IKEA is so successful even though they don't make your furniture, a hack that any advertising campaign can use to make it stick in people's minds, how to fix the problem of choice paralysis and much more... Sponsors: Get 10% discount on all Gymshark's products at https://bit.ly/sharkwisdom (use code: MW10) Get 7 days free access and 25% discount from Blinkist at https://blinkist.com/modernwisdom (use code MODERNWISDOM) Extra Stuff: Buy The Illusion Of Choice - https://amzn.to/3XDakP7 Follow Richard on Twitter - https://twitter.com/rshotton  Get my free Reading List of 100 books to read before you die → https://chriswillx.com/books/ To support me on Patreon (thank you): https://www.patreon.com/modernwisdom - Get in touch. Instagram: https://www.instagram.com/chriswillx Twitter: https://www.twitter.com/chriswillx YouTube: https://www.youtube.com/modernwisdompodcast Email: https://chriswillx.com/contact/ 

Five years ago this week (February 25, 2018-2023), I published the first episode of Sweathead. I was doing talks up the West Coast of the USA and I was trying to work out what to do with the next phase of my life. Yes, I was 39 at the time. I interviewed Richard Shotton about his book "The Choice Factory" from a hotel room in Los Angeles. It was all very raw. I published it unedited. I was just trying to re-find my voice and get a sense of new momentum in my life. So, for this week, I'm sharing a two-part interview with Richard. In this episode, we talk about his leap at independence–how has it all been going? In part two, we discuss Richard's new book "The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy". You can find Richard here: https://www.astroten.co.uk/ ** Next strategy training: Lucky Generals Cofounder Andy Nairn teaches a masterclass on planning superpowers (Feb 23) The Sweathead Strategy Accelerator (March) Details: http://www.sweathead.com. ** Sign up to our weekly strategy newsletter: http://eepurl.com/dscjW5 ** Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

In this episode Richard Shotton, author of The Choice Factory focused on applying behavioural science to advertising, and Sean Healy, Global Chief Strategy Officer at Carat, join us to discuss Media Decarbonization, bringing dentsu's programs from theory to practice, and the consumer behavior changes that are influencing the work.