Richard Shotton

Behavioural Science Lessons from the Best All marketers aim to learn from the best. But how do you identify the tactics responsible for a company's success? A stab in the dark? Here's where behavioural science can help - because unlike much of marketing theory, it has a solid evidence base. Spot the behavioural biases, and you can understand why a...

The compelling new book by Richard Shotton, author of The Choice Factory Every day, people make hundreds of choices. Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription? These choices might appear to be freely made, but psychologists have shown that subtle changes in the way...

Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant workplace moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what...