4 ½ Psychological Biases Every Marketer Needs to Know

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Richard Shotton is a pioneer in applying behavioural science to marketing. He started his career as a media planner, handling esteemed accounts like Coke, Lexus, and comparethemarket, before founding Astroten, a consultancy dedicated to leveraging behavioural science in marketing.

With a robust twenty-three-year tenure in the marketing domain, Richard has been instrumental in helping brands such as Google, Mondelez, and BrewDog navigate their challenges. His book, "The Choice Factory," has captivated readers in fifteen languages, teaching how behavioural science holds the key to resolving business challenges. Following this success, his latest book, "The Illusion of Choice," was released in March 2023, further cementing his influence in the field.

Adding to his accomplishments, Richard attained an associate position at the Moller Institute, Churchill College, Cambridge University, in 2021, affirming his dedication to advancing the understanding and application of behavioural science in academia and the marketing landscape.

Topics Covered:
  • (00:00) - – Intro
  • (03:00) - – Human present and concreteness biases
  • (04:31) - – Case study of industries navigating the human bias
  • (11:20) - – The power of specificity
  • (17:00) - – The "Red Sneakers Effect”
  • (19:00) - - Breaking conventions and status perception
  • (29:00) - – The declining use of humour in marketing
  • (34:49) - – The importance of concreteness
  • (38:30) - – The power of framing in marketing
  • (44:16) - – The peak-end rule in advertising


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Creators and Guests

Louis Grenier
Louis Grenier
The French guy behind Everyone Hates Marketers
Richard Shotton
Richard Shotton
Founder of Astroten, a consultancy that applies findings from behavioural science to marketing. Author of The Choice Factory.
4 ½ Psychological Biases Every Marketer Needs to Know
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