Richard Shotton

Richard Shotton, a behavioral scientist and founder of Astroten, discusses the fascinating ways psychological principles drive consumer behavior. He reveals powerful words that enhance persuasion and how small commitments can lead to bigger decisions. Shotton dives into the 'red sneakers effect,' explaining how breaking conventions can elevate brands. He highlights the peak-end rule, emphasizing that memorable experiences shape lasting impressions. Learn how language framing and authority impact our choices, showcasing the subtle manipulation behind marketing.

Richard Shotton, a behavioral scientist and author, explores how our irrational brains influence consumer behavior. He shares marketing secrets to combat choice paralysis and highlights IKEA's unique strategies for success. Listeners learn about the importance of psychological biases, like the IKEA effect, and how storytelling can enhance engagement. Richard also discusses how the perception of effort and convenience shapes our choices, using compelling examples from advertising. This conversation uncovers fascinating insights into the art of persuasion.

Richard Shotton, an expert in applied behavioral science, discusses leveraging biases in marketing, making concepts memorable, building trust through precision messaging, and embracing flaws for success. He also explores the power of scarcity in marketing, consequences of misusing behavioral biases, and the importance of ethical practices in shaping desired actions.

Richard Shotton, a behavioural science expert and author, dives into the psychology behind iconic brands. He reveals why the 119.5-second Guinness pour boosts credibility and how 4-star reviews appear more trustworthy than perfect scores. The discussion includes why Liquid Death thrives by breaking conventions and the allure of Aperol Spritz through distinctiveness. Shotton also highlights how humor and jingles enhance brand recall, alongside the secret sauce behind KFC’s dominance and the impactful use of concrete expressions by Apple.

Richard Shotton, behavioral science consultant and founder of Astroten, dives into the intriguing intersection of psychology and marketing. He discusses how concrete language can massively enhance memorability and why simplicity trumps jargon in communication. Shotton highlights the power of 'fresh-start' moments, showing how they boost receptiveness to change. He shares insights on using social proof effectively and the pratfall effect—how admitting flaws can actually make brands more appealing. Packed with actionable strategies, this conversation reveals the untapped potential of behavioral science in influencing consumer decisions.

Richard Shotton, an applied behavioral scientist and bestselling author, delves into the fascinating psychology behind Five Guys’ menu strategy, revealing how simplicity fueled their rapid growth. He discusses Kraft's clever reformulation of Mac & Cheese to retain consumers while altering the recipe. The conversation also touches on the elusive appeal of seasonal products like the Pumpkin Spice Latte, illustrating how limiting availability preserves excitement and demand. Brace for insights that transform the way we think about food and marketing!

In this engaging discussion, behavioral science expert Richard Shotton explores how subtle biases influence our everyday choices. He reveals techniques like effective wording that can shape memory and decision-making. Richard also highlights the benefits of cognitive diversity in problem-solving and the impact of social proof on behavior. Plus, discover how renaming products can boost appeal and how a simple word change can alleviate customer frustration. This eye-opening conversation will change your perspective on decision-making and persuasion.

Join Richard Shotton, a behavioral science author and consultant, as he unveils the secrets of improving conversions through psychology. Discover how cognitive biases like social proof influence buying decisions and why higher prices can elevate perceived quality. Learn about clever strategies like decoy pricing to nudge customers toward annual subscriptions and how breaking prices into smaller units enhances perceived value. Richard also shares insights on the importance of making effort visible and how admitting flaws can actually strengthen a brand's image.

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.

Richard is author of the No.1 Marketing Book The Choice Factory which was the winner of BBH’s World Cup of Advertising books in 2018 beating some industry heavy-weights. Richard has 20 years of experience in Advertising planning, market research and behavioural science and last year made the big leap to set up a consultancy following the success of his book.In this episodeHow he ended up writing the best-selling marketing book of 2019Why behavioural science should matter to every marketerWhy rhyming phrases are not just more memorably but also more believable tooHow the decline in CMO & agency tenure is impacting on long term effectivenessHow our own experience impacts on our perceptions (the false consensus effect)The impact of social proof on sales and how to use itWhy you’ll spend less on a night out when paying cashHow making something easy is a huge competitive advantageWhy branded glasses make beer taste better and worth moreWhy a 4.5* review beats a 5* review (the pratfall effect)How many of the best ideas happened by accident but were Follow me:Twitter | @uncensoredCMOLinkedInGet in touch:Website | www.uncensoredcmo.comEmail | jon@uncensoredcmo.comFollow Richard:Twitter | @rshottonThe Choice Factory