Behavioral Biases That Influence What We Buy | Richard Shotton | Talks at Google
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- เผยแพร่เมื่อ 25 ส.ค. 2024
- Rich Shotton joins us in London to talk about his book The Choice Factory. Voted the number one advertising book by the industry in 2018, Richard discusses how uncover how behavioural psychology shapes decision-making, examining 25 behavioural biases.
Get the book: goo.gl/joAtYU
About the book:
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 work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.
Can't believe this talk is here for free and only view people lucky enough to find it.
Thank you, Richard
How Richard Got Interested In Behavioral Sciences 0:34
Pricing And Perception 8:05
Common Objections 18:16
Can Common Sense Be Used To Get To The Biases? 35:38
3 Reasons Why You Should Admit Flaws 42:31
If The Pratfall Effect Is So Powerful, Why The Use Of It Is So Rare In Advertising? 45:10
The Pratfall Effect In Richard’s Life 48:17
What about consequences?
What behaviour experiment will embolden a audience member to tell speaker they've spent half the talk with green writing projected on your head
Rich rocks ! Im buying the book !
Quite basic, ideas already well known in the marketing/comms world.
This guy looks like frustrated physics teacher!!
@Shurag Roy What are the characteristics of a frustrated physics teacher that this guy exhibit?