ZenithOptimedia’s Richard Shotton looks at what brands can take away from the psychological insights that casinos apply to their design.

How can brands make themselves appear better value without changing the price? ZenithOptimedia’s Richard Shotton explains.

ZenithOptimedia’s Richard Shotton explores how consumers treat money differently dependent on whether it’s hard earned or not – and what marketers can do about it.

Richard Shotton uses new research to examine students’ perception of advertising – and how an unethical image is undermining the drive to attract new recruits to the industry.

Following Uber’s introduction of surge pricing during the tube strike last week, ZenithOptimedia’s Richard Shotton looks at how consumers punish brands who transgress their notions of fairness.

ZenithOptimedia’s Richard Shotton looks at why brands should focus on prices that end in nine – otherwise known as ‘charm pricing’.

As the UK prepares for a mini heatwave, ZenithOptimedia’s Richard Shotton looks at the effect hot weather has on people’s receptivity to advertising.

ZenithOptimedia’s Richard Shotton examines the almost spooky impact certain ages have on lifestyle decisions and purchases.

ZenithOptimedia’s Richard Shotton explains why brands need to be aware of the primacy bias.

ZenithOptimedia’s Richard Shotton argues that regionalisation is the clear winner for boosting brand noticeability and appeal.