Richard Shotton is a behavioral science expert, author, and consultant specializing in applying psychological research to marketing and consumer behavior. He is best known for his bestselling books "The Choice Factory" and "The Illusion of Choice", which reveal how insights from behavioral science can influence decision-making and brand success. With over two decades of experience in advertising, Shotton works with leading companies to apply evidence-based strategies that drive real-world results. He is also a sought-after speaker, known for making behavioral science practical, engaging, and actionable.

In our conversation we discuss:

(00:00) – Who benefits from this conversation and book overview
(00:44) – Behavioral science applied to business and marketing
(01:28) – Psychology principles also shaping personal brands
(02:45) – Focus vs variety: the goal dilution effect
(03:52) – Study showing multiple benefits reduce credibility
(05:27) – Why people trust specialists over generalists
(07:06) – Restaurant and brand examples proving focus wins
(07:54) – Five Guys story: simplicity and specialization
(09:46) – How focus improves both product and perception
(10:39) – Exceptions like Amazon and Google’s success
(12:14) – Why AI brands should emphasize specialization
(17:13) – Applying focus and credibility to personal branding
(18:55) – The Pratfall Effect: admitting flaws builds trust
(21:30) – Using weaknesses to strengthen authenticity
(24:11) – Price perception: high cost implies high quality
(26:22) – Smart ways to admit flaws and gain believability
(27:27) – Case studies: Avis, Buckley’s, and embracing flaws
(31:07) – Kraft’s hidden reformulation and expectation bias
(35:31) – Eco-friendly bias and performance expectations
(38:40) – The Zeigarnik Effect: memory from incomplete tasks
(43:26) – KFC secrecy and Coca-Cola mystery as engagement tools
(45:28) – Illusion of effort: visible work increases perceived value
(49:20) – Transparency in design: Dyson, kitchens, and websites
(54:27) – Behavioral biases as flexible tools for persuasion
(57:01) – Testing ideas ethically through observation
(1:02:43) – Liquid Death and breaking conventions to stand out
(1:07:04) – Repetition and the mere exposure effect
(1:10:40) – False consensus: marketers aren’t their audience
(1:12:18) – Main takeaway: remove barriers, make it easy

Learn more about Richard

Astroten - Richard's Company

Amazon Book Link - Hacking the Human Mind

Choice Factory

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