About
Founder of Astroten and author of The Choice Factory
I specialise in applying…
Articles by Richard
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Why context is critical for research success
Why context is critical for research success
By Richard Shotton
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16½ behavioural science books that marketers should read to boost their effectiveness
16½ behavioural science books that marketers should read to boost their effectiveness
By Richard Shotton
Activity
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It's time for a change. Tomorrow I leave the media world and begin a new life as a trainee science teacher. I will never forget the great people I…
It's time for a change. Tomorrow I leave the media world and begin a new life as a trainee science teacher. I will never forget the great people I…
Liked by Richard Shotton
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Our super marketing team were tasked to improve customer safety at our stations and avoid accidents. So they worked with behavioral science…
Our super marketing team were tasked to improve customer safety at our stations and avoid accidents. So they worked with behavioral science…
Liked by Richard Shotton
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I recently worked with Avanti on their station messaging to reduce risky behaviour They applied a few key principles… Beware of the ostrich effect…
I recently worked with Avanti on their station messaging to reduce risky behaviour They applied a few key principles… Beware of the ostrich effect…
Shared by Richard Shotton
Experience
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Education
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Development Studies MSc
Publications
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The Pratfall effect and why brands should flaunt their flaws
The Guardian
See publicationEvidence from experiments run by psychologist Eliot Aronson shows that people become more appealing when they admit their flaws. This article discusses why, and how, brands should apply that finding.
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The end is not nigh: why concerns about digital distractions are overblown
Wall Blog
See publicationDistracted consumers are normally considered a concern by advertisers. However, Leon Festinger's work suggests that it might be easier to over-turn the opinions of distracted consumer
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Windows of Opportunity: How Konrad Lorenz's Nobel Prize winning work can be applied to advertising
WARC
See publicationAdvertising has much to learn from biology, especially the theory of imprinting discovered by Lorenz. This theory suggests that consumers have short windows of opportunity during which they can be influenced. Our research suggests that one of these times is after key life events.
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What can brands learn from casinos
Mediatel
See publicationCasinos are masters at creating an environment conducive to spending money. Mainstream brands could learn from their techniques.
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What's in a name?
Campaign
See publicationAn experiment to understand whether there is racial discrimination in the hiring practices of advertising agencies.
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A day in the life of Vera Age, or how psychology drives behaviour
BrandRepublic
The article follows a day in the life of an average consumer, Vera Age, and looks at the biases in her decision making. Most importantly the article discusses how these biases can be profitably harnessed by brands.
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Fast and slow lessons for marketers
Media & Tech Network Guardian
See publicationHow marketing can benefit from the application of behavioural economics and, in particular, choice paralysis.
Languages
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English
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Organizations
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IPA
Honorary Fellowship
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Moller Institute, Churchill College, Cambridge University.
Associate
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More activity by Richard
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“Shifting gears” This post is let everyone know that last month I stepped down from my role in the agency world, so that I can spend time on other…
“Shifting gears” This post is let everyone know that last month I stepped down from my role in the agency world, so that I can spend time on other…
Liked by Richard Shotton
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This is probably my most narcissistic post ever – sorry. I’m trying to understand how to position myself in the world of marketing…
This is probably my most narcissistic post ever – sorry. I’m trying to understand how to position myself in the world of marketing…
Liked by Richard Shotton
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It’s “Figure out Friday, Folks! 📢 Customer value edition” 🤩 A reminder to myself and all of you that making time during the week to step back…
It’s “Figure out Friday, Folks! 📢 Customer value edition” 🤩 A reminder to myself and all of you that making time during the week to step back…
Liked by Richard Shotton
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