Richard Shotton, is head of behavioural science at Manning Gottlieb OMD. He published “The Choice Factory” – described by Ogilvy’s Rory Sutherland as “a Haynes Manual for understanding consumer behaviour” – earlier this year, outlining 25 common biases that affect consumer behaviour in terms of their responsiveness to brand messages and advertising. He joins us in the Echo Chamber to look at how behavioural science is relevant to PR and communications.