The Psychology of Consumer Decisions

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 marketing

Whether 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.

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