The Illusion of Choice with Richard Shotton

About this episode

Roger Dooley interviews Richard Shotton about the application of behavioral science in marketing and the psychological biases that influence consumer choices.

In this episode of Brainfluence, host Roger Dooley welcomes back Richard Shotton, a marketing expert with 23 years of experience working with major brands like Google and Mondelez. Shotton specializes in applying behavioral science to marketing and is the author of two books, including his latest, "The Illusion of Choice: 16.5 Psychological Biases That Influence What We Buy." LIsteners will learn about the reliability of behavioral science findings in marketing, the power of precise numbers in advertising, and how to use psychological principles like the "generation effect" to make marketing messages more memorable. Shotton also discusses the importance of reducing friction in customer experiences while explaining when a little friction can actually enhance perceptions of quality. Throughout the conversation, he provides practical examples and insights that marketers can apply to improve their strategies and better understand consumer behavior. Show Notes, Audio, Text, Resources: https://www.rogerdooley.com/richard-shotton-illusion-choice/ "Illusion of Choice" on Amazon: https://amzn.to/3WWgD2a Richard Shotton specializes in applying behavioral science to marketing. He has worked…

People in this episode

Host: Roger Dooley

Guest: Richard Shotton

Topics covered

• behavioral science
• marketing strategies
• consumer behavior
• psychological principles
• advertising effectiveness

Keywords

• behavioral science
• marketing
• psychological biases
• advertising
• consumer choices

Mentioned in this episode

Organizations: Google, Mondelez, BrewDog

Books & works: The Illusion of Choice: 16.5 Psychological Biases That Influence What We Buy, The Choice Factory

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