Richard Shotton

Applies Behavioural Science to Marketing
  • Author of The Choice Factory (#1 Amazon bestseller, translated into 11 languages), 
  • Founder of behavioural science consultancy Astroten
  • Associate @ The Moller Institute, Churchill College, University of Cambridge

About Richard Shotton

Richard is the founder of Astroten, a consultancy that applies Behavioural Science to Marketing to make it more effective. Astroten was founded in April 2018 and since then has worked with brands such as Google, Barclays, BrewDog, GoCompare, the Co-op, Freeview, Dyson and Fever-Tree. Astroten specializes in turning theoretical insights from psychology and behavioural science into practical tactics for business advantage.

Prior to Astroten, Richard was Head of Behavioural Science at Manning Gottlieb OMD and Head of Insight at ZenithOptimedia. While Richard led the insight team, they were voted research team of the year by both Mediatel and MRG.

Richard wrote The Choice Factory in 2018. The book, which covers much of his behavioural science research, has been translated into 11 languages. It was voted best sales and marketing book at the 2019 Business Book Awards.

Richard regularly writes about applied behavioural science and has 300,000 followers across LinkedIn and Twitter.


Behavioural Science Workshop

Introduction to the session

a. What is behavioural science and why is it important (relevant, robust and its range of applications)

b. Introduce the EAST framework - a means of navigating the complexity of the topic

Make it social

a. How consumers look to others when making decisions (discuss Cialdini experiments)

b. The nuances of social proof (tailoring, momentum, and the danger of negative social proof)

c. Show how social proof can be used creatively (discuss Apple ipod example)

Make it attractive

a. How to attract attention: using the Von Restorff effect and the red sneaker effect

b. How to ensure memorability: the importance of making concrete rather than abstract claims

c. Counter-intuitive ways to boost attractiveness: the pratfall effect and the power of admitting a weaknesn

d. How to make prices as attractive as possible: extremeness aversion, price relativity

e. Working session – applying the principles of make it social and attractive to a challenge

Make it easy

a. How small pieces of friction can have a disproportionate influence on behaviour

b. Counter-intuitive ways of making behaviour easier (e.g. the foot in the door technique)

c. Rare occasions when we might want to add in a little friction to the process

- IKEA effect and the illusion of effort

Make it timely

a. How the same message can have a markedly different effect depending on when people hear it

b. How to capitalise on the fresh start effect and how habits harden over time

c. Why the peak and final moment of an experience are disproportionately important (Magic Castle hotel example)

d. Working session – applying all the principles to a challenge