Richard Shotton specialises in applying behavioural science to marketing. He has worked in marketing for 23 years and helps brands such as Google, Mondelez and BrewDog with their challenges. He is the author of The Choice Factory, a best-selling book available in 15 languages, which explains how behavioural science can solve business challenges. His latest book, The Illusion of Choice came out in March 2023. In 2021 he became an associate of the Moller Institute, Churchill College, Cambridge University.
Dvorana Europa, 20.10.2023 at 11:30-12:00
Hacking human nature: How applying behavioural science can make your marketing more effective
The overview is: If you are in the business of influencing decisions, you need to understand what drives them. In this session we'll explore how consumer behaviour is shaped by psychological shortcuts. These shortcuts are prone to biases; and, if you are aware of these biases, you can align your communications with human nature, not against it. We'll discuss some of the ideas from Richard's most recent book, The Illusion of Choice, which looks at both classic behavioural science studies and more recent, lesser known findings. These findings can be simply and practically applied to your marketing to make it more effective.