“Behavioural science is the most relevant field out there for a marketer. If you are in marketing, you are in the business of behaviour change.”

Our guest on this episode of The Persuasion Game podcast is Richard Shotton, a behavioural science expert and author of The Choice Factory and Hacking the Human Mind.

Richard shares some of the principles of behavioural science and how they can be used marketing teams to grow their brands.

He has an incredible wealth of knowledge and enough real-world examples to fill a book (or three).

Among them, how Monzo and Aperol use ‘social proof’, how Kraft understood the say-do gap and how ‘making it easy’ can transform a brand’s fortunes.

Hacking the Human Mind:

https://www.waterstones.com/book/hacking-the-human-mind/michaelaaron-flicker/richard-shotton/9781804091326

The Choice Factory & The Illusion of Choice 

https://www.astroten.co.uk/the-choice-factory 

Richard’s newsletter: https://astroten.us19.list-manage.com/subscribe?u=6ad73155a84f0c05285e72212&id=4a2da629fc 

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This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(02:03) The Power of Making Things Easy

(07:48) Social Proof and Its Impact

(13:09) The Say-Do Gap

(19:20) AI and Behavioural Science