Richard Shotton is a behavioural scientist, Founder of Astroten and an author.

Humans are predictably irrational. By studying these behaviours through clever techniques, advertisers and marketers have been able to boost sales and influence you in ways you might not realise or expect. So it's pretty important to discover how you're being manipulated.

Expect to learn what are the most powerful words in persuasion, which human biases are over tested & overrated, how a small commitment can be the beginning of a huge commitment, which hacks make advertising campaigns stick in people’s minds, how to overcome the problem of analysis paralysis, how to change everything someone believes whilst changing nothing they experience and much more...

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#advertising #psychology #biases

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00:00 Intro
01:03 How Businesses Use Discounts to Trick You
07:36 Extremeness Aversion
18:17 Our Naive Reaction to Numbers & Fonts
25:19 Christian Aid’s Engagement Experiment
31:53 The Importance of Framing in Marketing
42:14 How Marketers Manipulate Our Desire for Fairness
52:30 Triggering Consumers’ Righteous Indignation
1:04:05 The Red Sneaker Effect
1:08:54 The Halo Effect
1:17:54 Making the End of an Experience Great
1:27:53 Where to Find Richard

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