Podcast appearances and mentions of richard shotton

What if the secret to building world-class brands isn't about outsmarting your customers, but understanding the hidden biases that drive their decisions? In this episode of World's Greatest Business Thinkers, host Nick Hague is joined by behavioural scientist and author of three bestsellers,  Richard Shotton, to unpack why the world's most successful brands win by working with human nature, not against it. Drawing on examples from Five Guys, Snickers, Guinness, Amazon Prime, and more, Richard explains how cognitive biases like the gold dilution effect, charm pricing, and the pratfall effect quietly shape everyday decisions. The conversation reveals how humour builds credibility, why focus often beats choice, and how small design or pricing tweaks can unlock disproportionate growth.  What You Will Learn: How to leverage the Gold Dilution Effect to strengthen your brand positioning  Why humor is your most credible marketing tool How to create trigger moments that convert intention into action  The power of leaning into perceived flaws through the Pratfall Effect  How to break unfavorable price comparisons through design differentiation  Why revealing product improvements secretly outperforms marketing claims  How charm pricing (prices ending in 9) compounds customer decisions at scale  Why focus on unchanging human nature, not fleeting trends  How to think in terms of habit formation, not loyalty, when facing low switching costs   If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.   Richard Shotton Bio: Richard Shotton is the founder of Astroten and a leading expert in applying behavioural science to marketing. He advises brands including Google, Mondelez, BrewDog, and Santander through consultancy, copywriting, and training. Richard is the bestselling author of The Choice Factory, winner of the 2019 Business Book Award, and The Illusion of Choice. His latest book, Hacking the Human Mind, is scheduled for release in September. He is an honorary IPA fellow and co-hosts Behavioral Science for Brands with Michael Aaron Flicker on the podcast.   Quotes: "If you have one really strong argument, adding on slightly suboptimal arguments tends to dilute it, and tends to weaken people's belief. So the point here is that because it's a reasonable assumption in life that those who specialize become better, people take that rule of thumb and then they apply it even when it isn't relevant." "As a species, we have evolved to rationalize that deep, considered thought and most decisions, like which burger joint to go to, most decisions are made in a quick snap, reflexive way. And the way that we make those super quick decisions is to use what psychologists call rules of thumb or heuristics. And what's interesting for us as marketers is that those rules of thumb are prone to biases." "Humor is something that you can demonstrate in an ad rather than just claim. And demonstrations are always more powerful than claims. Only someone who has the genuine skills actually does it, so a viewer will always give greater credibility to a demonstration than a vague claim." "Motivation or appeal is a necessary but not sufficient condition for behavior change. What you need to do is combine appeal with a clear trigger moment. Creating this trigger moment converts vague desire into action and essentially acts as a catalyst."   Episode Resources: Richard Shotton on LinkedIn Astroten Website  Nick Hague on LinkedIn World's Greatest Business Thinkers on Apple Podcasts World's Greatest Business Thinkers on Spotify World's Greatest Business Thinkers on YouTube

Some of the most effective marketing in history didn't come from chasing attention, but from understanding people.  In this mini episode, Katie Street sits down with behavioural scientist (still one of the best job titles out there) and author Richard Shotton to unpack why that Guinness decision worked so well, and what it reveals about how people really make decisions. Setup of the Guinness story: brand heritage, long period without advertising, and why their marketing became interesting Introduction of “Good things come to those who wait” and the idea of leaning into a product flaw (waiting for a pint) Explanation of the pratfall effect, including Elliot Aronson's 1966 experiment and why admitting flaws increases appeal. Discussion of the stolen thunder effect and how admitting weaknesses builds trust and persuasion.  Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/ Katie Street  LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness  LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

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. How do billion-dollar brands actually do it? From genius marketing tactics that make them instantly memorable to some of the funniest mistakes you've ever seen, there's a psychology behind why certain brands stick. What are the principles top brands use, and how do they create content that people remember long after they've seen it? Sponsors: See discounts for all the products I use and recommend: ⁠https://chriswillx.com/deals⁠ Get a free sample or 30% off a one-month supply of Timeline at https://timeline.com/modernwisdom30 Get 15% off your first order of my favourite Non-Alcoholic Brew at https://athleticbrewing.com/modernwisdom New pricing since recording: Function is now just $365, plus get $25 off at https://functionhealth.com/modernwisdom Get up to $50 off the RP Hypertrophy App at https://rpstrength.com/modernwisdom Extra Stuff: Get my free reading list of 100 books to read before you die: ⁠https://chriswillx.com/books⁠ Try my productivity energy drink Neutonic: ⁠https://neutonic.com/modernwisdom⁠ Episodes You Might Enjoy: #577 - David Goggins - This Is How To Master Your Life: ⁠https://tinyurl.com/43hv6y59⁠ #712 - Dr Jordan Peterson - How To Destroy Your Negative Beliefs: ⁠https://tinyurl.com/2rtz7avf⁠ #700 - Dr Andrew Huberman - The Secret Tools To Hack Your Brain: ⁠https://tinyurl.com/3ccn5vkp⁠ - 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 - Learn more about your ad choices. Visit megaphone.fm/adchoices

Richard Shotton is a behavioural scientist, founder of Astroten and an author. How do billion-dollar brands actually do it? From genius marketing tactics that make them instantly memorable to some of the funniest mistakes you've ever seen, there's a psychology behind why certain brands stick. What are the principles top brands use, and how do they create content that people remember long after they've seen it? Sponsors: See discounts for all the products I use and recommend: ⁠https://chriswillx.com/deals⁠ Get a free sample or 30% off a one-month supply of Timeline at https://timeline.com/modernwisdom30 Get 15% off your first order of my favourite Non-Alcoholic Brew at https://athleticbrewing.com/modernwisdom New pricing since recording: Function is now just $365, plus get $25 off at https://functionhealth.com/modernwisdom Get up to $50 off the RP Hypertrophy App at https://rpstrength.com/modernwisdom Extra Stuff: Get my free reading list of 100 books to read before you die: ⁠https://chriswillx.com/books⁠ Try my productivity energy drink Neutonic: ⁠https://neutonic.com/modernwisdom⁠ Episodes You Might Enjoy: #577 - David Goggins - This Is How To Master Your Life: ⁠https://tinyurl.com/43hv6y59⁠ #712 - Dr Jordan Peterson - How To Destroy Your Negative Beliefs: ⁠https://tinyurl.com/2rtz7avf⁠ #700 - Dr Andrew Huberman - The Secret Tools To Hack Your Brain: ⁠https://tinyurl.com/3ccn5vkp⁠ - 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 - Learn more about your ad choices. Visit megaphone.fm/adchoices

Richard Shotton, bestselling author of The Choice Factory and Hacking the Human Mind, joins Marketing in the Madness podcast to unpack how behavioural science actually works in modern marketing. Richard shares practical, evidence-based insights from 130+ years of behavioural research, breaking down why people make the decisions they do and how marketers can work with human psychology rather than against it. In this episode, we cover: - Why behavioural science is essential for marketers today - How brands like Guinness used psychological biases to drive growth - The Pratfall Effect and why admitting flaws builds trust - Why abstract marketing language fails (and what works instead) - How AI and ChatGPT change marketing decisions and where humans still matter - The most important behavioural biases every marketer should understand - How to remove friction and increase conversion without more persuasion Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/ Katie Street  LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness  LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

How did the world's best brands get so big? Richard Shotton, behavioural scientist and author of Hacking The Human Mind, joins David Tiltman to discuss real life examples of behavioural science growing brands and why the discipline is due a resurgence.

In this 100th episode, MichaelAaron and Richard look back on their favorite moments from the podcast so far, including standout brand case studies like Guinness and Aperol, and key behavioral science principles like the generation effect and reverse benchmarking. They also share a preview of what's ahead.

Hacking the Human Mind authors Richard Shotton and MichaelAaron Flicker reveal ways brands exploit human psychology and how we can use this to our benefit!Full show notes and resources can be found here: jordanharbinger.com/1273What We Discuss with Richard Shotton & MichaelAaron Flicker:Five Guys built a $1.6 billion empire on a single insight: doing one thing exceptionally well signals expertise. The company's refusal to add chicken, salads, or ice cream is strategic proof that specialization creates perceived mastery in the consumer's mind.Counterintuitively, the "goal dilution effect" shows that adding more benefits to your pitch actually weakens it. When tomatoes were described as preventing cancer and improving eye health, people rated the cancer benefit 12% lower, suggesting that focus beats feature-stuffing every time.As a species of "cognitive misers," our brains evolved to conserve energy, so we rely on mental shortcuts rather than deliberate analysis. Brands that understand these heuristics work with human nature instead of against it, making persuasion feel effortless rather than forced.Environmental cues shape our experiences more than we realize. Classical music makes wine taste more expensive, heavier cutlery makes food seem more premium, and tempo controls how fast we eat. Our senses are constantly being orchestrated without our awareness.Next time you're pitching yourself or your idea, resist the urge to list every qualification and benefit. Pick your strongest single message and let it breathe. Your audience's brain will reward clarity with credibility, turning restraint into your most persuasive tool.And much more...And if you're still game to support us, please leave a review here — even one sentence helps! Sign up for Six-Minute Networking — our free networking and relationship development mini course — at jordanharbinger.com/course!Subscribe to our once-a-week Wee Bit Wiser newsletter today and start filling your Wednesdays with wisdom!Do you even Reddit, bro? Join us at r/JordanHarbinger!This Episode Is Brought To You By Our Fine Sponsors: SimpliSafe Home Security: 50% off + 1st month free: simplisafe.com/jordanRag & Bone: 20% off: Rag-Bone.com, code JORDANProgressive Insurance: Free online quote: progressive.comHomes.com: Find your home: homes.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Why does a vacuum cleaner need a transparent case? Why do Pringles need to crunch loudly to taste fresh? And why are we willing to pay a locksmith more if they take longer to open the door?In this episode, we sit down with the legendary Richard Shotton to discuss his brand new book, Hacking the Human Mind. Unlike his previous bestsellers, Richard flips the script this time, analysing 17 of the world's most successful brands to reverse-engineer the behavioural science behind their dominance.We discuss:- The "Labour Illusion": Why Dyson proudly advertises their 5,127 failures.- The Curse of Knowledge: Why you are probably communicating poorly with your customers.- Sensory Marketing: How the weight of cutlery changes the taste of food.- The AI Trap: New research on why labelling art as "AI-generated" crashes purchase intent by 61%.Whether you are a marketer, an entrepreneur, or just fascinated by human psychology, this is a masterclass in why we buy what we buy.

Note: If you're only hearing Mike, delete and redownload the file.Today's authors promise to teach us the behavioral science secrets behind 17 of the world's best brands. Join Mike & Cory as they consider the marketing of the world's biggest brands.Support the ShowNeuYear Focused CalendarCraft + CommerceBandersnatch by Diana Pavloc GlyerHacking the Human Mind by Richard Shotton & Michaelaaron FlickerRuby coffee roastersSnickers Feast adThe Social DilemmaBookworm #198: Scarcity Brain by Michael EasterIntentional by Chris BaileyThe Overthinker's Guide to Making Decision by Joseph NguyenGhost Town Living by Brent UnderwoodMike's Rating: ⭐⭐Cory's Rating: ⭐⭐⭐

In a world obsessed with Martech optimization and AI, is the most overlooked competitive advantage simply understanding how the human brain actually works? Agility requires more than just adapting to new technologies; it requires a deep, empathetic understanding of the timeless human behaviors that drive customer decisions. Today, we're going to talk about the intersection of marketing and human psychology. We'll explore how understanding cognitive biases and behavioral science isn't just an academic exercise, but a critical tool for creating more effective customer experiences, more persuasive messaging, and ultimately, a more resilient and agile brand. To help me discuss this topic, I'd like to welcome, Phill Agnew, Host of Nudge Podcast at Nudge Podcast. About Phill Agnew Phill Agnew hosts Nudge, the UK's #1 marketing podcast. It's a critically acclaimed behavioural science show that has featured world-renowned guests such as Richard Shotton, Rory Sutherland, Tali Sharot, Jonah Berger, Dan Pink, and Chris Voss. With a knack for demystifying complex psychological concepts, Phill translates cutting-edge behavioural science into actionable insights for marketers, business leaders, and everyday professionals. His podcast has been downloaded by hundreds of thousands across the globe, establishing Phill as a trusted voice in behavioural marketing.,Yes,This has been completed Phill Agnew on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Resources Nudge Podcast: https://www.nudgepodcast.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

In a world obsessed with Martech optimization and AI, is the most overlooked competitive advantage simply understanding how the human brain actually works? Agility requires more than just adapting to new technologies; it requires a deep, empathetic understanding of the timeless human behaviors that drive customer decisions. Today, we're going to talk about the intersection of marketing and human psychology. We'll explore how understanding cognitive biases and behavioral science isn't just an academic exercise, but a critical tool for creating more effective customer experiences, more persuasive messaging, and ultimately, a more resilient and agile brand. To help me discuss this topic, I'd like to welcome, Phill Agnew, Host of Nudge Podcast at Nudge Podcast. About Phill Agnew Phill Agnew hosts Nudge, the UK's #1 marketing podcast. It's a critically acclaimed behavioural science show that has featured world-renowned guests such as Richard Shotton, Rory Sutherland, Tali Sharot, Jonah Berger, Dan Pink, and Chris Voss. With a knack for demystifying complex psychological concepts, Phill translates cutting-edge behavioural science into actionable insights for marketers, business leaders, and everyday professionals. His podcast has been downloaded by hundreds of thousands across the globe, establishing Phill as a trusted voice in behavioural marketing.,Yes,This has been completed Phill Agnew on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Resources Nudge Podcast: https://www.nudgepodcast.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

KFC keeps its recipe secret.  It's stored in a vault in an unknown location.  Only two KFC executives know the ingredients.  Neither are allowed to fly on the same plane.  But this secrecy is illogical. The recipe isn't important.  Today on Nudge, Richard Shotton explains how the secrecy makes customers more loyal.  He shares his favourite ad of all time, and we run one of his experiments on you.  ---  Read Richard's book: https://a.co/d/fEW7amQ Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/ Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/  ---  Today's sources:  Heimbach, J. T., & Jacoby, J. (1972). The Zeigarnik effect in advertising. Advances in Consumer Research: Proceedings of the 3rd Annual Conference of the Association for Consumer Research, 746–757. Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75–98.Zeigarnik, B. (1927). Über das Behalten von erledigten und unerledigten Handlungen. Psychologische Forschung, 9(1), 1–85.

Marketing teams waste millions chasing what consumers say they'll do. Richard Shotton, Founder of Astroten and author of Hacking the Human Mind, reveals how behavioral science bridges the gap between consumer intentions and actual purchasing behavior. He shows how brands like Apple, Guinness, and Monzo use psychological principles to influence decisions without consumers even realizing it. In this episode you'll discover the "pennies a day" pricing strategy that makes expensive products feel affordable, the "Pratfall Effect" that makes admitting flaws increase brand appeal, and why making your product visually distinctive creates the impression of popularity that drives more sales.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today's author (and neuropsychologist) shows us how and why the human brain has adapted in order to read and write. Join Mike & Cory as they examine the past and consider the future of the reading brain.Support the showNew Bookworm websiteMike's Live Practical PKM CohortSublimeProust and The Squid by Maryanne WolfReader, Come Home by Maryanne Wolf#196: Focus & The Reading Life, with Maryanne WolfBandersnatch by Diana GlyerHow to Read a Book by Mortimer AdlerThe Veldt by Ray BradburyHacking the Human Mind by Richard Shotton and MichaelAaron FlickerIntentional by Chris BaileyReady Player One by Ernest ClineMike's Rating: ⭐⭐⭐⭐⭐Cory's Rating: ⭐⭐⭐⭐

In today's special end-of-year episode, you'll hear the best insights from Nudge in 2025. Hear from Prof. Gerd Gigerenzer, Richard Shotton, Bas Wouters, Philip Graves, Prof. Matt Johnson and a Behavioural Insights Team director.  ---- Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/  Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/  ---- Today's Sources:  Beilock, S. L., Bertenthal, B. I., McCoy, A. M., & Carr, T. H. (2004). Haste does not always make waste: Expertise, direction of attention, and speed versus accuracy in performing sensorimotor skills. Psychonomic Bulletin & Review, 11(2), 373–379. Bellaiche, L., Shahi, R., Turpin, M. H., Ragnhildstveit, A., Sprockett, S., Barr, N., & Seli, P. (2023). Humans versus AI: Whether and why we prefer human-created compared to AI-created artwork. Cognitive Research: Principles and Implications, 8(1), 42. Groen, J., & Wouters, B. (2020). Online Influence: Boost your results with proven behavioral science. Amazon Digital Services LLC. Milkman, K. L., Patel, M. S., Gandhi, L., Graci, H. N., Gromet, D. M., Ho, H., Kay, J. S., Lee, T. W., Akinola, M., Beshears, J., Bogard, J. E., Buttenheim, A. M., Chabris, C. F., Chapman, G. B., Duckworth, A. L., Goldstein, N. J., Goren, A., Halpern, S. D., John, L. K., ... & Van den Bulte, C. (2021). A megastudy of text-based nudges encouraging patients to get vaccinated at an upcoming doctor's appointment. Proceedings of the National Academy of Sciences, 118(20), e2101165118. Nisbett, R. E., & Wilson, T. D. (1977). Telling more than we can know: Verbal reports on mental processes. Psychological Review, 84(3), 231–259. van den Broek, E., & den Heijer, T. (2024). The Housefly Effect. Bedford Square Publishers. Vennard, D., Park, T., & Attwood, S. (2019). Encouraging Sustainable Food Consumption By Using More-Appetizing Language.

Today's author promises to help us build a visual-first system to capture, connect, and use our ideas like never before. Join Mike & Cory as ponder the creative power of the visual zettelkasten.Support the ShowLazy.soSketch Your Mind by Zsolt ViczianA System for Writing by Bob DotoExcalidrawExcalidraw Obsidian pluginExcalibrain Obsidian pluginGoodNotesMindNodeSublimeThe Sketchnote Workbook by Mike RohdeRory's Story CubesProuse and The Squid by Maryanne WolfHacking the Human Mind by Richard Shotton and Michaelaaron FlickerIntentional by Chris BaileyMike's Rating: 4.0Cory's Rating: 5.0

Why does social proof actually matter? What's the psychology behind FOMO?  Behavioral science legend Richard Shotton is back, and he's dropping some of the most practical psychology-backed tactics marketers can use today. Richard and Daniel break down the biases that shape real-world buying behavior, including why social proof works far better when it's specific and localized, AND how to make customers draw their own conclusions.  You'll also learn:  - The subtle language shift between “out of stock” and “sold out” that changes irritation levels by 15% - Why humor dramatically boosts every brand metric thanks to the Halo Effect - Apple's use of concrete language and how to make your messaging 4x more memorable If you want your Marketing to work better with zero extra budget, this conversation is for you.  Optimizely helps thousands of brands create, personalize, and optimize exceptional digital experiences. See how Optimizely Opal, our AI agent orchestration platform, automates real marketing work and helps teams scale their impact at https://www.optimizely.com/ai/?utm_campaign=PS-GL-11-2025-MARKETING-MILLENNIALS-PODCAST&utm_medium=cpc&utm_source=marketingmillennials&utm_content=opal-agent-orchestration  Follow Richard: LinkedIn: https://www.linkedin.com/in/richard-shotton Follow Daniel: LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/ Sign up for The Marketing Millennials newsletter: https://themarketingmillennials.com/ Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/

2 out of 3 internet users in the USA pay for Prime.  Yet, most of them are irrationally loyal.  They feel like the subscription provides more cost savings than reality.  Today, on Nudge, Richard Shotton and I explore the behavioural science behind Amazon Prime.  We look at the sunk-cost fallacy and pennies-a-day effect to explain why so many are irrationally loyal to Amazon Prime.  ---  Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Richard's book: https://a.co/d/fEW7amQ Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/ Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/  --- Today's sources: Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior and Human Decision Processes, 35(1), 124–140. Gourville, J. T. (1998). Pennies-a-day: The effect of temporal reframing on transaction evaluation. Journal of Consumer Research, 24(4), 395–403. Gourville, J. T., & Soman, D. (1998). Payment depreciation: The behavioral effects of temporally separating payments from consumption. Journal of Consumer Research, 25(2), 160–174. Roth, S., Robbert, T., & Straus, L. (2015). On the sunk-cost effect in economic decision-making: A meta-analytic review. Business Research, 8(1), 99–138.

Richard Shotton is a behavioral science expert, author, and consultant specializing in applying psychological research to marketing and consumer behavior. He is best known for his bestselling books "The Choice Factory" and "The Illusion of Choice", which reveal how insights from behavioral science can influence decision-making and brand success. With over two decades of experience in advertising, Shotton works with leading companies to apply evidence-based strategies that drive real-world results. He is also a sought-after speaker, known for making behavioral science practical, engaging, and actionable.In our conversation we discuss:(00:00) – Who benefits from this conversation and book overview(00:44) – Behavioral science applied to business and marketing(01:28) – Psychology principles also shaping personal brands(02:45) – Focus vs variety: the goal dilution effect(03:52) – Study showing multiple benefits reduce credibility(05:27) – Why people trust specialists over generalists(07:06) – Restaurant and brand examples proving focus wins(07:54) – Five Guys story: simplicity and specialization(09:46) – How focus improves both product and perception(10:39) – Exceptions like Amazon and Google's success(12:14) – Why AI brands should emphasize specialization(17:13) – Applying focus and credibility to personal branding(18:55) – The Pratfall Effect: admitting flaws builds trust(21:30) – Using weaknesses to strengthen authenticity(24:11) – Price perception: high cost implies high quality(26:22) – Smart ways to admit flaws and gain believability(27:27) – Case studies: Avis, Buckley's, and embracing flaws(31:07) – Kraft's hidden reformulation and expectation bias(35:31) – Eco-friendly bias and performance expectations(38:40) – The Zeigarnik Effect: memory from incomplete tasks(43:26) – KFC secrecy and Coca-Cola mystery as engagement tools(45:28) – Illusion of effort: visible work increases perceived value(49:20) – Transparency in design: Dyson, kitchens, and websites(54:27) – Behavioral biases as flexible tools for persuasion(57:01) – Testing ideas ethically through observation(1:02:43) – Liquid Death and breaking conventions to stand out(1:07:04) – Repetition and the mere exposure effect(1:10:40) – False consensus: marketers aren't their audience(1:12:18) – Main takeaway: remove barriers, make it easyLearn more about RichardAstroten - Richard's CompanyAmazon Book Link - Hacking the Human MindChoice FactoryWatch full episodes on: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@seankim⁠⁠⁠⁠⁠⁠⁠Connect on IG: ⁠⁠⁠⁠⁠⁠https://instagram.com/heyseankim

*This episode originally aired in August 2025 Michael Aaron Flicker, founder of XenoPsi Ventures and co-founder of the Consumer Behavior Lab with behavioral scientist Richard Shotton, joins John Jantsch to explore how psychology shapes the world's most successful brands. Drawing from their book Hacking the Human Mind, Michael shares insights into the hidden science behind consumer decisions and brand loyalty. Listeners will learn how to apply behavioral science to create more effective campaigns, craft memorable messages, and drive real business growth. Today we discussed: 00:00 Start 01:03 Meet Michael Aaron Flicker 01:46 Hacking the Human Mind 02:47 Do Brands Know Psychology? 04:05 Challenging Marketing Myths 05:57 Behavioral Science Lab Work 07:43 Apple's iPod Memory Trick 10:41 Why 17 is Magic 12:09 Surprising Brand Psychology 13:37 The Peak-End Rule 16:23 Ethics of Mind Hacking 18:19 Getting Started Guide Rate, Review, & Follow If you liked this episode, please rate and review the show. Let us know what you loved most about the episode. Struggling with strategy? Unlock your free AI-powered prompts now and start building a winning strategy today!

Sitne psihološke nijanse donose profit - Shotton otkriva koje pravilo gradi, a koje ruši brend. U drugoj epizodi specijalnog serijala snimljenog na Adriatic Festu u Pržnom, Ivan razgovara sa Richardom Shottonom, jednim od vodećih svetskih stručnjaka za primenu bihejvioralne nauke u marketingu. Kroz konkretne primere, istraživanja i duhovitu razmenu, Richard otkriva kako male psihološke nijanse oblikuju odluke potrošača i zašto marketing često promaši cilj kada ignoriše ljudsku prirodu. Razgovara se o raskolu između akademije i industrije i načinima da se taj jaz premosti, o snazi konteksta, socijalnog dokaza i distinktivnosti u građenju brenda, kao i o tome zašto su najjednostavnije odluke ponekad najteže ljudima da donesu. Dotaknute su poznate heuristike, efekat izolacije, serial position efekat, IKEA efekat i brojni primeri iz realnog sveta - od Nespresso kapsula i Apple kutija do Monzo kartica i Hendrick's krastavaca. Podržite nas na BuyMeACoffee: https://bit.ly/3uSBmoa Pročitajte transkript ove epizode: https://bit.ly/4rzLe44 Posetite naš sajt i prijavite se na našu mailing listu: http://bit.ly/2LUKSBG Prijavite se na naš YouTube kanal: http://bit.ly/2Rgnu7o Pratite Pojačalo na društvenim mrežama: Facebook: http://bit.ly/2FfwqCR Twitter: http://bit.ly/2CVZoGr Instagram: http://bit.ly/2RzGHjN

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, we dive deep into the forces that truly drive customer decisions with Richard Shotton, author of the influential book The Choice Factory.Richard's work is celebrated for taking the academic, jargon-filled world of behavioral science and making it usable and applicable for marketers. We wanted to get him on to bust the myth that these principles are purely a consumer thing. Spoiler: They're not. B2B professionals are just as influenced by biases as B2C customers.We go beyond surface-level concepts like social proof and scarcity to unpack the EAST framework—a simple, powerful structure (Easy, Attractive, Social, Timely) for applying behavioral science daily.Richard shares incredible real-world examples that challenge what you think you know about your customer journey.This episode is packed with practical, costless principles you can apply to stack the odds in your favour and drive behavior change.

If you've ever wondered why people do the strange things we do, this episode is your new favourite rabbit hole!Today we have Phill Agnew on the show, the mind behind Nudge — the UK's #1 marketing podcast, downloaded hundreds of thousands of times.But today?You get Phill unplugged — telling stories, breaking down psychology, and showing you how a few behavioral science principles can transform your business, your life, your TikTok following and even your marathon time.

At our Marketing in the Madness Live anti-conference, George Sullivan, Founder of The Sole Supplier, takes the stage to deliver a powerful and energetic talk about human connection in the era of AI.  With social media reach declining, AI content flooding every feed, and trust becoming harder to earn, George cuts through the noise with a message every marketer needs to hear:

What makes people trust you faster, remember your message longer, and say “yes” more often? Behavioral science has the answers. In this episode, AJ and Johnny sit down with behavioral science expert and author Richard Shotton to break down the psychological tactics behind persuasion, trust, and influence that anyone—not just brands—can use. From the power of concrete language to the pratfall effect, messenger bias, social proof, and scarcity hacks, Richard explains why these timeless psychological triggers work just as well in networking and sales as they do in billion-dollar marketing campaigns. Whether you're trying to stand out in a crowded room or get people to take action, these strategies are your edge. What to Listen For [00:00:00] Why ancient persuasion tactics still work today [00:00:53] Abstract vs. concrete language — why clarity wins [00:05:20] How Apple's “1000 songs in your pocket” made history [00:09:59] Why simple language makes you seem smarter [00:12:21] The pratfall effect — why flaws make you more likable [00:14:42] How to use the messenger effect to boost credibility [00:21:16] Social proof done right (and why most people get it wrong) [00:30:56] Scarcity and the pumpkin spice effect — why limits drive desire [00:36:23] Zeigarnik effect — the open loop that holds attention [00:51:40] Distinctiveness and the Liquid Death effect [00:55:42] How breaking small conventions signals status [00:57:05] Why giving people control boosts persuasion A Word From Our Sponsors Stop being over looked and unlock your X-Factor today at ⁠⁠⁠⁠⁠⁠unlockyourxfactor.com⁠⁠⁠⁠⁠⁠  The very qualities that make you exceptional in your field are working against you socially.  Visit the ⁠⁠⁠⁠⁠⁠artofcharm.com/intel ⁠⁠⁠⁠⁠⁠for a social intelligence assessment and discover exactly what's holding you back. Indulge in affordable luxury with Quince. Upgrade your wardrobe today at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠quince.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for free shipping and hassle-free returns. Grow your way - with Headway! Get started at ⁠⁠⁠⁠⁠⁠makeheadway.com/CHARM ⁠⁠⁠⁠⁠⁠and use my code CHARM for 25% off. Ready to turn your business idea into reality? Sign up for your $1/month trial at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠shopify.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. Need to hire top talent—fast? Claim your $75 Sponsored Job Credit now at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Indeed.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. This year, skip breaking a sweat AND breaking the bank. Get your summer savings and shop premium wireless plans at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠mintmobile.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Save more than fifty percent on term life insurance at ⁠⁠⁠⁠⁠⁠SELECTQUOTE.COM/CHARM⁠⁠⁠⁠⁠⁠ TODAY to get started  Curious about your influence level?  Get your Influence Index Score today! Take this 60-second quiz to find out how your influence stacks up against top performers at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠theartofcharm.com/influence⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. Episode resources: Hacking the Human Mind: The behavioral science secrets Richard Shotton: Behavioural Science Check in with AJ and Johnny! ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠AJ on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Johnny on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠AJ on Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Johnny on Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Art of Charm on Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Art of Charm on YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Art of Charm on TikTok Learn more about your ad choices. Visit megaphone.fm/adchoices

Britain's most popular pint has a major flaw.  It takes 2 minutes to pour.  This should put people off. Most of us don't love waiting at the bar.  And yet, despite this flaw, one in every nine British pints sold is Guinness.  Why?  Well, today's guest, behavioural scientist Richard Shotton, says it's down to some evidence-backed consumer psychology.  ---  Read Hacking The Human Mind: https://amzn.to/47lpcbT Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/ Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/  --- Today's sources Aronson, E., Willerman, B., & Floyd, J. (1966). The effect of a pratfall on increasing interpersonal attractiveness. Psychonomic Science, 4(6), 227–228. Bohner, G., Einwiller, S., Erb, H.-P., & Siebler, F. (2003). When small means comfortable: Relations between product attributes in two-sided advertising. Journal of Consumer Psychology, 13(4), 454–463. Kruger, J., Wirtz, D., Van Boven, L., & Altermatt, T. W. (2004). The effort heuristic. Journal of Experimental Social Psychology, 40(1), 91–98. Williams, K. D., Bourgeois, M. J., & Croyle, R. T. (1993). The effects of stealing thunder in criminal and civil trials. Law and Human Behavior, 17(6), 597–609

Struggling to convert interested prospects into paying customers? Wondering why your perfectly logical marketing messages aren't driving the results you expect? To discover how to apply behavioral science principles to improve your pricing strategy, enhance quality perception, and increase conversions, I interview Richard Shotton.Guest: Richard Shotton | Show Notes: socialmediaexaminer.com/689Review 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.

Richard Shotton is the founder of Astroten and author of several bestselling books on marketing, including The Choice Factory, The Illusion of Choice, and most recently Hacking the Human Mind, co-authored with MichaelAaron Flicker. He specializes in applying behavioral science to marketing and has worked with brands like Google, Meta, BrewDog, and Barclays.In this episode of World of DaaS, Richard and Auren discuss:Why A/B testing often steers product wrongSocial proof and scarcity in marketing strategiesCognitive biases affecting executive decision makingThe illusion of effort in B2B contextsLooking for more tech, data and venture capital intel? Head to worldofdaas.com for our podcast, newsletter and events, and follow us on X @worldofdaas.You can find Auren Hoffman on X at @auren and Richard Shotton on X at @rshotton.Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com)

Five Guys was the fastest-growing fast food chain in the world.  And that's partly due to one clever bit of menu psychology.  Today on Nudge, Richard Shotton explains:  - The psychology behind the Five Guys menu  - How Kraft made a healthier Mac & Cheese (without losing customers)  - Why 99% of marketers would have ruined Pumpkin Spice Latte ---  Read Richard's book: https://a.co/d/fEW7amQ Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/ Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/  --- Today's sources Lee, L., Frederick, S., & Ariely, D. (2006). Try it, you'll like it: The influence of expectation, consumption, and revelation on preferences for beer. Psychological Science, 17(12), 1054–1058. Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research, 45(6), 654–664. Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170–184. Shu, S. B., & Gneezy, A. (2010). Procrastination of enjoyable experiences. Journal of Marketing Research, 47(5), 933–944. Zhang, Y., Fishbach, A., & Kruglanski, A. W. (2007). The dilution model: How additional goals undermine the perceived instrumentality of a shared path. Journal of Personality and Social Psychology, 92(3), 389–401.

In this bite-sized episode of the Changemakers Podcast, Dave Corlett and Alex Waite lift the lid on what's coming up at Bring Your Own Bold 2025 — the virtual event for bold brand and marketing leaders in B2B tech.They reveal this year's new 3-day format, fresh content drops, and their personal picks from the upcoming sessions — from building emotional brand connections to measuring brand impact and scaling design systems.Whether you've joined before or this is your first BYOB, this episode will get you fired up for what's to come.Timestamps:00:00 – Intro & what is Bring Your Own Bold?02:35 – What's new for 202505:45 – Alex's top session: Brand data vs. intuition08:40 – Dave's top session: Brand + Product alignment13:10 – Scott Smith (Intercom) on scalable identity14:10 – Human emotion in B2B: Alex Walters (Papaya Global)18:40 – Richard Shotton on buyer behaviour & decision-making20:50 – The Art of Unplugging – creative wellbeing26:30 – How to register + final thoughtsSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world's most iconic brands. From Guinness' 119.5 second pour to Red Bull's unconventional rise, Richard explains the psychological shortcuts that drive consumer decisions. We cover why 4-star reviews beat 5-stars, the secret behind Liquid Death's success, and how humour, jingles, and even “concrete expressions” can help brands stick in our minds.Timestamps:00:00 - Start01:07 - Why Richard is launching a new book02:54 - Why Guinness takes 119.5 seconds to pour05:46 - Why a 4 star review is better than a 5 star review07:50 - Why the Pratfall effect is so powerful11:00 - Why Aperol Spritz has become so popular18:18 - The behavioural science behind the Liquid Death success21:06 - Why consistency works according to behavioural science27:49 - Why Red Bull succeeds while defying convention34:15 - The labour illusion; Dyson Example41:03 - Why does the “You're Not You When You're Hungry” strapline work43:01 - Why we need to use humour more45:12 - Why has KFC dominated the fried chicken market?49:41 - The secrets behind the success of Pringles53:58 - Why jingles stick in our heads58:23 - How Apple used “Concrete Expressions”

In this episode of The Brainy Business podcast, Melina Palmer welcomes Richard Shotton and MichaelAaron Flicker, co-authors of the enlightening book, Hacking the Human Mind. Together, they explore the psychological principles behind some of the world's most iconic brands, including Kraft Mac and Cheese, Snickers, and Dyson, revealing what makes them effective at capturing and retaining consumer attention. Richard and MichaelAaron share insights on how these brands leverage behavioral science to create memorable experiences and drive customer loyalty. They delve into fascinating concepts such as expectation assimilation, the illusion of effort, and the attention-action gap, illustrating how these principles can be applied in marketing strategies. The conversation highlights the importance of storytelling and the power of humor in advertising, as well as the challenges of changing established perceptions in the marketplace. In this episode: Discover the behavioral science behind 17 beloved brands and how they effectively engage consumers. Learn about key concepts like pareidolia and the illusion of effort and how they impact consumer behavior. Explore the significance of storytelling in marketing and how humor can enhance brand recall. Understand the Semmelweis reflex and its implications for introducing new ideas in business. Gain practical tips for applying these insights to your own marketing efforts and brand strategies. Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/537. Looking to explore applications of behavioral economics further?  Learn With Us on our website. Subscribe to Melina's Newsletter Brainy Bites.  Let's connect: Send Us a Message Follow Melina on LinkedIn The Brainy Business on Youtube The Brainy Business on Instagram

Richard Shotton joins us to reveal the behavioral science secrets behind 17 iconic brands — from Guinness and Snickers to Apple and Dyson. He explains how psychological biases like concreteness, trigger moments, and the illusion of effort drive real-world success, and why making things easy often beats motivation. ©2025 Behavioral Grooves Topics [0:00] Intro and speed round with Richard Shotton [7:52] The single bias every marketer should know [13:09] Guinness and the power of the pratfall effect [19:32] Snickers, trigger moments, and habit formation [26:51] Apple's “1,000 songs in your pocket” and concreteness [34:32] Dyson, the illusion of effort, and AI's challenge [43:25] Lessons on testing vs. relying on survey claims [46:38] Desert island music [49:41] Grooving session: key takeaways [1:09:12] Event announcement ©2025 Behavioral Grooves Links Behavioral Grooves LIVE in Minneapolis About Richard Hacking the Human Mind Join us on Substack! Join the Behavioral Grooves community Subscribe to Behavioral Grooves on YouTube Musical Links The Wonder Stuff - The Size of a Cow CMAT - When a Good Man Cries

My guest today is Richard Shotton. Richard is the founder of Astroten, a consultancy that applies behavioral science to marketing. He regularly runs training session with brands, big and small, using insights from behavioral science to help solve their problems.  The topic is his co-authored book Hacking the Human Mind: The Behavioral Science Secrets Behind 17 of the World's Best Brands. In this episode of Trend Following Radio we discuss: Reciprocity and perceptual fluency in behavior Apple's use of behavioral science and concrete language Simplicity and clear communication Ethics of behavioral science in business and society Scarcity, specialization, and brand positioning Jump in! --- I'm MICHAEL COVEL, the host of TREND FOLLOWING RADIO, and I'm proud to have delivered 10+ million podcast listens since 2012. Investments, economics, psychology, politics, decision-making, human behavior, entrepreneurship and trend following are all passionately explored and debated on my show. To start? I'd like to give you a great piece of advice you can use in your life and trading journey… cut your losses! You will find much more about that philosophy here: https://www.trendfollowing.com/trend/ You can watch a free video here: https://www.trendfollowing.com/video/ Can't get enough of this episode? You can choose from my thousand plus episodes here: https://www.trendfollowing.com/podcast My social media platforms: Twitter: @covel Facebook: @trendfollowing LinkedIn: @covel Instagram: @mikecovel Hope you enjoy my never-ending podcast conversation!

My guest today is Richard Shotton. Richard is the founder of Astroten, a consultancy that applies behavioral science to marketing. He regularly runs training session with brands, big and small, using insights from behavioral science to help solve their problems.  The topic is his co-authored book Hacking the Human Mind: The Behavioral Science Secrets Behind 17 of the World's Best Brands. In this episode of Trend Following Radio we discuss: Reciprocity and perceptual fluency in behavior Apple's use of behavioral science and concrete language Simplicity and clear communication Ethics of behavioral science in business and society Scarcity, specialization, and brand positioning Jump in! --- I'm MICHAEL COVEL, the host of TREND FOLLOWING RADIO, and I'm proud to have delivered 10+ million podcast listens since 2012. Investments, economics, psychology, politics, decision-making, human behavior, entrepreneurship and trend following are all passionately explored and debated on my show. To start? I'd like to give you a great piece of advice you can use in your life and trading journey… cut your losses! You will find much more about that philosophy here: https://www.trendfollowing.com/trend/ You can watch a free video here: https://www.trendfollowing.com/video/ Can't get enough of this episode? You can choose from my thousand plus episodes here: https://www.trendfollowing.com/podcast My social media platforms: Twitter: @covel Facebook: @trendfollowing LinkedIn: @covel Instagram: @mikecovel Hope you enjoy my never-ending podcast conversation!

This week we broke a golden rule and crossed podcast streams with a pair of excellent guests, Richard Shotton and MichaelAaron Flicker, hosts of the Behavioural Science for Brands podcast and co-authors of the soon-to-be released (and definitely-to-be brilliant) Hacking The Human Mind. Richard is, of course, returning for a record third appearance on Call To Action® although we have respectfully honoured his request to not be left alone with Giles. Responsible for opening industry eyes to the potential of behavioural science, Richard is the author of two books that serious marketing types like you and I could not do without – The Choice Factory and The Illusion of Choice. Alongside him today, as is so often the case, is MichaelAaron Flicker, founder and president of (Zeeenno-Sigh) XenoPsi Ventures, a brand incubator firm that helps out all kinds of companies with financial, marketing and intellectual capital. As well as co-hosting their pod, and co-authoring their book, they've completed a hattrick of Co's by co-founding the Consumer Behaviour Lab, where they apply their considerable collective knowledge to help make marketing smarter, better and less stinky. In an episode where we open the sunroof on the human mind and reveal there's much more to it than day dreams, crippling doubt and song lyrics from 1996, we hear from two of the field's most compelling experts on what it really takes for a brand to be chosen. This episode is proudly dedicated to Rory Sutherland.    Follow Richard and MichaelAaron on LinkedIn.   ///// Timestamps 08:27 - Reflections on Career Path and Pivots 10:09 - Richard's Tribute to Ozzy Osbourne 12:39 - How Richard and Michael Met 14:22 - The Concept Behind Their New Book 16:01 - Writing Process and Collaboration Insights 20:21 - Discussion on Haagen-Dazs and Country of Origin Effect 25:04 - The Power of Naming: Patagonian Toothfish vs. Chilean Sea Bass 30:07 - Marketing Confusion Between Marketing and Sales Their Book Recommendations are: Alchemy by Rory Sutherland Tiny Habits by BJ Fogg /////

Michael Aaron Flicker, founder of XenoPsi Ventures and co-founder of the Consumer Behavior Lab with behavioral scientist Richard Shotton, joins John Jantsch to explore how psychology shapes the world's most successful brands. Drawing from their book Hacking the Human Mind, Michael shares insights into the hidden science behind consumer decisions and brand loyalty. Listeners will learn how to apply behavioral science to create more effective campaigns, craft memorable messages, and drive real business growth. Today we discussed: 00:00 Start 01:03 Meet Michael Aaron Flicker 01:46 Hacking the Human Mind 02:47 Do Brands Know Psychology? 04:05 Challenging Marketing Myths 05:57 Behavioral Science Lab Work 07:43 Apple's iPod Memory Trick 10:41 Why 17 is Magic 12:09 Surprising Brand Psychology 13:37 The Peak-End Rule 16:23 Ethics of Mind Hacking 18:19 Getting Started Guide Rate, Review, & Follow If you liked this episode, please rate and review the show. Let us know what you loved most about the episode. Struggling with strategy? Unlock your free AI-powered prompts now and start building a winning strategy today!

Your customers aren't making decisions the way you think they are. They're not carefully weighing pros and cons or conducting rational cost-benefit analyses. Instead, they're relying on mental shortcuts—psychological triggers that happen so fast they don't even realize it's happening. Richard Shotton has spent over two decades studying these invisible forces, and in this episode, he reveals how small businesses can harness the same psychological principles that power billion-dollar brands. From the counterintuitive reason why listing fewer benefits can boost sales to the simple trick that makes any promotion 59% more appealing, these aren't theoretical concepts—they're proven tactics you can implement today to change how people think about your business. https://www.theagentsofchange.com/596 Need help with your branding, website, or digital marketing? Reach out to me (Rich Brooks!) today at https://www.takeflyte.com/contact

Tired of marketing campaigns that miss the mark? Richard Shotton, bestselling author of "The Choice Factory" and "The Illusion of Choice," reveals why understanding human psychology is the secret sauce behind effective marketing.The gap between what consumers say influences them and what actually drives their behavior creates a golden opportunity for marketers who master behavioral science principles. Shotton demystifies these concepts, proving they're not just for academics with psychology doctorates but practical tools any marketer can deploy immediately.Want to raise prices without losing customers? Frame increases as "pennies per day" rather than larger monthly sums and clearly explain your reasoning. Struggling with website conversions? Change "out of stock" to "sold out" for a 15% reduction in customer irritation. These small, cost-free interventions leverage how our brains actually work rather than how we think they work.The most overlooked principle, according to Shotton, is surprisingly simple: "make it easy." Both Nobel Prize winners Daniel Kahneman and Richard Thaler identify this as their single most important insight. Removing small friction points has an outsized effect on behavior change – something marketers consistently underestimate while overemphasizing motivation.Testing these principles is crucial, but Shotton warns against directly asking consumers if they'd be influenced. "People do not have full introspective insight into their own motivations," he explains. Instead, use monadic testing – showing different groups only one version of your messaging and measuring their responses. This oblique approach reveals the true impact of psychological nudges that consumers would otherwise deny affect them.Whether you're managing seven-figure campaigns or launching your first marketing efforts, these evidence-based techniques can dramatically improve results without increasing your budget. Listen now to unlock the behavioral science secrets behind the world's most successful brands – and learn how to apply them to your next campaign. Is your marketing strategy ready for 2025? Book a free 15-min discovery call with Chris to get tailored insights to boost your brand's growth.

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.

Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-world problems, leading to a successful campaign that dramatically increased blood donations.He explains how applying the findings of 1960s behavioural studies to modern marketing challenges opened up a whole new world for him, shaping his career focus. Richard provides a compelling case study of Avis's famous "We Try Harder" campaign, demonstrating how admitting a flaw can make a brand more appealing. He links this to the pratfall effect, where admitting a minor flaw can make people perceive you as more genuine and trustworthy.Richard talks about the limitations of traditional marketing research methods like surveys and focus groups. He stresses the importance of experimentation and real-world testing to get more accurate insights into consumer behaviour. He introduces the concept of "Mandic Testing," a method of applying A/B testing to surveys to get more accurate insights. This helps in isolating the variables that truly influence consumer behaviour.This episode is packed with actionable insights and real-world examples, making it a must-watch for marketers looking to understand the science behind consumer behaviour. PreOrder Hacking The Human Mind Here https://www.amazon.co.uk/Hacking-Human-Mind-behavioral-science/dp/1804091324Check out Richard's other books and consultancy here https://www.richardshotton.com/02:56 Early Career and Frustrations03:23 The Blood Donation Brief04:54 Discovering Behavioural Science05:53 The Role of Randomness in Career Paths08:37 Generational Differences and Social Proof11:42 The Power of Admitting Flaws15:54 The Importance of Distinctiveness in Advertising23:27 Challenges in Marketing Research29:04 Testing Social Proof in Marketing29:28 Applying AB Testing to Surveys30:07 Case Study: Car Pricing Perception32:40 The Rule of 100 in Discounts36:24 The Impact of Discounting on Perceived Quality39:55 Reframing Low-Cost Brands41:06 The Power of Language in Marketing45:36 Anchoring and Price Relativity51:44 Fairness in Pricing Strategies Hosted on Acast. See acast.com/privacy for more information.

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

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.

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.

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.

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