“Reframe the problem,” says renowned marketing consultant and author Richard Shotton in his new book on behavioural psychology and its impact on advertising and media.
In his new book, The Illusion of Choice, Shotton describes the various psychological biases (16-and-a-half, to be precise) that influence what we buy.
Reviewing the title in The Media Leader, VCCP Media’s joint chief strategy officer Steve Taylor called it a page turner and an “antidote” to “a sea of increasingly ineffectual sameness” in marketing.
Shotton came on The Media Leader Podcast to discuss the book, and how knowledge of psychology can be a benefit to any media professional.
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The Illusion of Choice was released on 28 March. Shotton’s previous book, The Choice Factory, was a bestseller; both works discuss how to apply findings from behavioural science to advertising.
Shotton started his career as a media planner, working on accounts such as Coca-Cola, Lexus, and ComparetheMarket, before specialising in applying behavioural science to business problems. He is the founder of Astroten, a consultancy that applies behavioural science to marketing.