Richard Shotton, Author at MediaCat UK

Richard Shotton

Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising. Richard started his career as a media planner 18 years ago, working on accounts such as Coke, 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. He regularly runs training session with brands, big and small, using insights from behavioural science to help solve their problems. He tweets about the latest social psychology findings from the handle @rshotton.

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Can you feel the music?

Richard Shotton on how the bouba-kiki effect goes beyond words and shapes... 02.12.2024

The false consensus trap: how personal experience misleads us

Learn from Walt Disney and walk in someone's shoes... 08.10.2024

Pret: a brand that’s doing things differently

'Even if Pret fails, their approach still has lessons for us'... 20.08.2024

Did you know questions in headlines makes them more effective?

'Political marketing has the same goal as any brand'... 03.06.2024

How to harness the power of your people

'Encourage the most junior in the room to share ideas first'... 02.05.2024

Keep your wits about you: the return of mirth

Injecting humour into your campaigns boosts brand memorability... 29.02.2024

Behavioural science: how it helps wellness brands

Milestone birthdays, trivial barriers and virtue signalling... 02.10.2023

How behavioural science helps us stay in balance with the planet

It’s what individuals do that matters. Worthy claims won’t save the planet.... 31.08.2023

Do we need to change everything?

Author Richard Shotton on how our brains hang onto the bad... 31.07.2023

The truth about lying

When you need to bypass the well-meaning untruths of customers, psychology offers ways to uncover th... 03.07.2023

Fight or flight? Are there better ways to approach your battles?

When bad news is on the agenda, shift the focus elsewhere... 01.06.2023

No time like the present: why we focus on today and forget about tomorrow

'Human are not naturally good at the idea of legacy'... 26.04.2023

Age of discontent… really?

How psychological biases can lead us to believe the hype... 30.03.2023

Elon Musk: why do we fall for idols?

When considering your idols, remember that our minds do play tricks... 01.03.2023

How can we lean in to hope?

Marketers: be generous. The more you give the more you'll get... 30.01.2023

Kill the idea: motivation is not enough

Richard Shotton with ways to boost behaviour change by supplementing motivation with simple tactics... 23.01.2023

You’re not as flamingo as you think

Richard Shotton introduces the pique effect and how brands can use it to their advantage... 29.11.2022

“I knew it all along” — really? How to avoid the hindsight bias

People have a remarkable way of reinventing expectations and framing outcomes, says Richard Shotton... 08.11.2022

Shelter’s MP-chasing social housing campaign

Why TV advertising is not a risky business

AI Overviews reduce clicks by ‘up to 66%’

The Trade Desk’s open-web forecast

AI Overviews reduce clicks by ‘up to 66%’

Uber Ads’ head: agencies are waking up to the power of attention

Ask Faris

Primal scheme: how attention, memory and emotion work together

Why TV advertising is not a risky business

The Trade Desk’s open-web forecast

PMax: a step in the right direction but a long way to go

Primal scheme: how attention, memory and emotion work together

Richard Shotton

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