The Illusion of Choice with Richard Shotton

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."

Viewers 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.



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Roger’s Stuff:

[00:00] Introduction and guest background
[00:54] Reliability of behavioral science in marketing
[03:39] The importance of replication in marketing studies
[05:39] The psychology behind "16.5" in the book subtitle
[08:01] Precise numbers in marketing and pricing
[12:44] The "intention to action gap" and creating habits
[16:14] Making it easy: Helping and hindering forces
[20:38] Why friction still exists in customer experiences
[22:40] The Ikea effect: When friction can be good
[26:19] The cork effect in wine tasting
[28:26] The generation effect in marketing
[32:28] Where to find Richard Shotton online

Richard Shotton specializes in applying behavioral science to marketing. He has worked in marketing for 23 years and helps brands such as Google, Mondelez and BrewDog with their challenges. He is the author of The Choice Factory, a best-selling book available in 15 languages, which explains how behavioural science can solve business challenges. His latest book, The Illusion of Choice came out in March 2023. He's the founder of Astroten, a behavioral science consultancy. In 2021 he became an associate of the Moller Institute, Churchill College, Cambridge University.