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)Go to my sponsor https://betterhelp.com/modernwisdom for 10% off your first month of therapy with BetterHelp and get matched with a therapist who will listen and helpExtra Stuff:Buy The Illusion Of Choice - https://amzn.to/3XDakP7Follow 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/chriswillxTwitter: https://www.twitter.com/chriswillxYouTube: https://www.youtube.com/modernwisdompodcastEmail: 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.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/3XDakP7Follow 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/chriswillxTwitter: https://www.twitter.com/chriswillxYouTube: https://www.youtube.com/modernwisdompodcastEmail: https://chriswillx.com/contact/  Learn more about your ad choices. Visit megaphone.fm/adchoices

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.

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

Richard Shotton is a behavioural scientist, the Founder of Astroten and an author.What is the reason that restaurants don't put £ signs in front of their prices? Why do marketing campaigns with huge flaws end up winning the market over? How does increasing wait times on comparison sites improve customer buy-in? And why do budget airlines reduce quality of experience to improve trust?We're talking all things behavioural science today. One of my favourite topic areas with a fascinating guest, this episode is absolute gold and packed with great concepts and hilarious real world examples. Do not sleep on this one.Extra Stuff:Follow Richard on Twitter - https://twitter.com/rshottonBuy Richard's Book - https://amzn.to/2YCQfdtBuy Richard's Online Course - https://www.42courses.com/courses/behavioural-science-for-brandsListen to Rory Sutherland on Modern Wisdom - https://podcasts.apple.com/gb/podcast/049-rory-sutherland-psychology-in-the-world-of-advertising/id1347973549?i=1000428600578Check out everything I recommend from books to products and help support the podcast at no extra cost to you by shopping through this link - https://www.amazon.co.uk/shop/modernwisdom -Get in touch. Join the discussion with me and other like minded listeners in the episode comments on the MW YouTube Channel or message me...Instagram: https://www.instagram.com/chriswillxTwitter: https://www.twitter.com/chriswillxYouTube: https://www.youtube.com/ModernWisdomPodcastEmail: https://www.chriswillx.com/contact Learn more about your ad choices. Visit megaphone.fm/adchoices

Richard Shotton, a pioneer in applying behavioural science to marketing, discusses the power of human biases, the importance of specificity in marketing, breaking conventions, the declining use of humor, and the various psychological biases marketers should be aware of.

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

Richard Shotton, a renowned behavioral scientist and author of The Illusion of Choice, dives into the intriguing intersection of psychology and negotiation. He highlights the Stolen Thunder phenomenon, explaining how confessing weaknesses can build trust and enhance credibility. Shotton also emphasizes the power of precise claims in communication, showcasing how exact numbers can boost consumer trust. Listeners gain valuable insights into how understanding human behavior can supercharge their negotiation tactics, making interactions more effective.

In this engaging discussion, Richard Shotton, author known for his insights on consumer behavior, and Dr. Nicki Morley from Kantar dive into the transformative potential of behavioral science in marketing. They explore how biases shape consumer choices and the importance of data-backed strategies. The duo also highlights the role of social identity in purchasing habits, offering tips for sustainable branding. Featuring real examples, they emphasize balancing established insights with innovative approaches to connect with diverse audiences.