Modern WisdomAug 5, 2019

#091 - Richard Shotton - Some Very Important Effects In Advertising

Summary, books mentioned, transcript quotes, and timestamps for #091 - Richard Shotton - Some Very Important Effects In Advertising on Modern Wisdom.

Guest: Richard Shotton

Notable books mentioned: The Choice Factory by Richard Shotton, Thinking, Fast and Slow by Daniel Kahneman, Why We Buy: The Science of Shopping by Paco Underhill, Creative Blindness by Dave Trott

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The Choice Factory

Richard Shotton

The host discusses the evolving landscape of advertising, emphasizing a shift from technology-driven approaches to a focus on psychological insight…

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Mentioned at 49:39

Thinking, Fast and Slow

Daniel Kahneman

The host highlights Daniel Kahneman's insights on the hidden biases that influence our decisions. This book is essential for anyone looking to impr…

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Mentioned at 51:11

Why We Buy: The Science of Shopping

Paco Underhill

The host briefly mentions Paco Underhill's book to highlight its focus on the psychology of supermarket layouts. This insight into design choices,…

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#091 - Richard Shotton - Some Very Important Effects In Advertising

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Episode summary, books & quotes

#091 - Richard Shotton - Some Very Important Effects In Advertising mentions The Choice Factory by Richard Shotton, Thinking, Fast and Slow by Daniel Kahneman, Why We Buy: The Science of Shopping by Paco Underhill, and Creative Blindness by Dave Trott with timestamps, quotes, and episode context.

The Choice Factory Thinking, Fast and Slow Why We Buy: The Science of Shopping Creative Blindness

Guest: Richard Shotton

Episode summary

Richard Shotton is a behavioural scientist, the Founder of Astroten and an author. What is the reason that restaurants don't put £ signs in front of their prices? Why do marketing campaigns with huge flaws end up winning the market over? How does increasing wait times on comparison sites improve customer buy-in? And why do budget airlines reduce quality of experience to improve trust? We're talking all things behavioural science today. One of my favourite topic areas with a fascinating guest, this episode is absolute gold and packed with great concepts and hilarious real world examples. Do not sleep on this one. Extra Stuff: Follow Richard on Twitter - https://twitter.com/rshotton Buy Richard's Book - https://amzn.to/2YCQfdt Buy Richard's Online Course - https://www.42courses.com/courses/behavioural-science-for-brands Listen to Rory Sutherland on Modern Wisdom - https://podcasts.apple.com/gb/podcast/049-rory-sutherland-psychology-in-the-world-of-advertising/id1347973549?i=1000428600578 Check out everything I recommend from books to products and help support the podcast at no extra cost to you by shopping through this link - https://www.amazon.co.uk/shop/modernwisdom - Get in touch. Join the discussion with me and other like minded listeners in the episode comments on the MW YouTube Channel or message me... Instagram: https://www.instagram.com/chriswillx Twitter: https://www.twitter.com/chriswillx YouTube: https://www.youtube.com/ModernWisdomPodcast Email: https://www.chriswillx.com/contact

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Summary, books mentioned, transcript quotes, and timestamps for #091 - Richard Shotton - Some Very Important Effects In Advertising on Modern Wisdom.

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The conversation centers on change in advertising.
A second recurring theme is Julius Caesar's marketing strategy.
Referenced books include The Choice Factory by Richard Shotton and Thinking, Fast and Slow by Daniel Kahneman.
The strongest audience signal points to Advertisers and marketers interested in psychology and Individuals interested in psychology and decision-making.

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Which books are mentioned in #091 - Richard Shotton - Some Very Important Effects In Advertising?

The Choice Factory by Richard Shotton, Thinking, Fast and Slow by Daniel Kahneman, and Why We Buy: The Science of Shopping by Paco Underhill are the clearest linked books in this episode, each tied back to transcript timestamps and quote cards.

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change in advertising(1)Julius Caesar's marketing strategy(1)supermarket design psychology(1)understanding biases and motivations(1)

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Deep Dive(3)Passing Reference(1)

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Advertisers and marketers interested in psychologyIndividuals interested in psychology and decision-makingRetail designers and marketersMarketers and students of behavioral science

Books Mentioned

The Choice Factory

Richard Shotton

Best for Advertisers and marketers interested in psychologyOften cited around change in advertising

“Richard Shotton, founder of Astro10 and author of The Choice Factory, discusses insights into audience behavior and psychology in advertising.”

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Sentiment: Deep Dive

Trigger: change in advertising

For: Advertisers and marketers interested in psychology

Key quote: “I think that to me is an exciting area at the moment that more and more advertisers are thinking, well, how can we unearth insights into our audience?”

The host discusses the evolving landscape of advertising, emphasizing a shift from technology-driven approaches to a focus on psychological insights. Richard Shotton's book, 'The Choice Factory,' is mentioned as a resource that aligns with this exploration of behavioral science in advertising.

ASIN: 085719609X

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Thinking, Fast and Slow

Daniel Kahneman

Best for Individuals interested in psychology and decision-makingOften cited around understanding biases and motivations

“Daniel Kahneman talks about how we don't know our own biases and motivations, emphasizing the importance of understanding psychological factors in decision-making.”

View mention details

Sentiment: Deep Dive

Trigger: understanding biases and motivations

For: Individuals interested in psychology and decision-making

Key quote: “Daniel Kahneman talks about how we don't know our own biases and motivations.”

The host highlights Daniel Kahneman's insights on the hidden biases that influence our decisions. This book is essential for anyone looking to improve their decision-making skills by understanding psychological factors.

ASIN: 0374533555

Buy on Amazon

Why We Buy: The Science of Shopping

Paco Underhill

Best for Retail designers and marketersOften cited around supermarket design psychology

“Paco Underhill wrote a book that discusses the psychology behind supermarket design, including the placement of fruit and veg at the beginning of the shopping experience.”

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Sentiment: Passing Reference

Trigger: supermarket design psychology

For: Retail designers and marketers

Key quote: “Paco Underhill wrote a book that discusses the psychology behind supermarket design, including the placement of fruit and veg at the beginning of the shopping experience.”

The host briefly mentions Paco Underhill's book to highlight its focus on the psychology of supermarket layouts. This insight into design choices, such as the placement of produce, illustrates how shopping experiences are crafted.

ASIN: 1416595244

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Creative Blindness

Dave Trott

Best for Marketers and students of behavioral scienceOften cited around Julius Caesar's marketing strategy

“The book discusses Julius Caesar and his ransom story, highlighting the concept of perceived value.”

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Sentiment: Deep Dive

Trigger: Julius Caesar's marketing strategy

For: Marketers and students of behavioral science

Key quote: “Caesar invented the idea a thousand years before the Veblen effect.”

The host mentions 'Creative Blindness' to illustrate how Julius Caesar used his ransom to enhance his reputation and political career. This example highlights the concept of perceived value and its impact on public perception, as discussed by Dave Trott in his book.

ASIN: 1495145271

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