Richard Shotton wrote the book on behavioural psychology and advertising – two of them in fact. The Choice Factory and The Illusion of Choice serve to de-mystify the science of consumer behaviour while demonstrating how it can be a force for powerful, effective communications. As a keynote speaker at the recent AMIN Worldwide Senior Leadership Conference in Bangkok (co-hosted by DPR&Co), we took the time to interview Richard for this fascinating edition of CMO Masterclass. 

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