Why we buy what we buy - Richard Shotton
In this episode I catch up with Richard Shotton, author of The Choice Factory, and winner of BBH’s World cup of Advertising books to find out why every marketer needs to be an expert in behavioural science. Discover the hidden motivations behind why people make the choices they do and what we can do to take advantage of those.
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 episode
In this episode
- How he ended up writing the best-selling marketing book of 2019
- Why behavioural science should matter to every marketer
- Why rhyming phrases are not just more memorably but also more believable too
- How the decline in CMO & agency tenure is impacting on long term effectiveness
- How our own experience impacts on our perceptions (the false consensus effect)
- The impact of social proof on sales and how to use it
- Why you’ll spend less on a night out when paying cash
- How making something easy is a huge competitive advantage
- Why branded glasses make beer taste better and worth more
- Why a 4.5* review beats a 5* review (the pratfall effect)
- How many of the best ideas happened by accident but were
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