275.The Illusion of Choice with Richard Shotton

<p dir="ltr">In today's conversation, I am joined by Richard Shotton. His first book, The Choice Factory, is a best-selling book on how to apply findings from behavioral science to advertising. His new book, The Illusion of Choice: 16 ½ Psychological Biases that Influence Why We Buy, is a phenomenal add to what he has already contributed to the field of behavioral science. </p> <p dir="ltr">This book (and conversation!) are both full of great examples from traditional academic research and from practical application. And, one of my favorite things that Richard does is take research and recreate it. Sometimes it replicates (and does even better than expected) and sometimes it doesn’t – whatever the results, they are shared and there are learnings for everyone involved. And, of course, that includes you. </p> <p dir="ltr">Does precision matter? Should you speak in abstract or concrete terms? Tune in and get ready for these amazing lessons and many more…</p> <h3 dir="ltr">Show Notes:</h3> <ul> <li dir="ltr">[00:43] In today's conversation, I am joined by Richard Shotton. Richard is the author of The Choice Factory, a best-selling book on how to apply behavioral science to advertising. </li> <li dir="ltr">[02:42] Richard shares himself, his background, and the work he does in behavioral science. </li> <li dir="ltr">[04:06] There are thousands of biases. He covers 25 in The Choice Factory. His new book covers 16 and ½ more. (The half chapter is around the power of precision.) </li> <li dir="ltr">[06:51] Precision is powerful. Generally if someone knows the subject they speak in precision, if not they speak in generalities. </li> <li dir="ltr">[09:30] The precise price tends to be seen as lower than rounded ones.  </li> <li dir="ltr">[11:52] If you want to change behavior, remove friction. If you want to boost appreciation of your product, you might want to add some friction. </li> <li dir="ltr">[13:10] The importance of framing the question is key if you are going to use behavioral science practically.  </li> <li dir=