Source
Hacking the Human Mind
Richard Shotton's third book, co-written with Michael Aaron Flicker, examining how some of the world's most successful brands have applied behavioural science principles — deliberately or not — to succeed, including Five Guys, Kraft, Starbucks, Cadbury, Guinness, Dyson, Aperol Spritz, and Amazon. Covers the behavioural science secrets behind 17 brands in total. Follow-up to The Choice Factory and The Illusion of Choice; Phill Agnew calls it one of Shotton's best. Unlike the prior two books (organized bias-by-bias), each chapter here is organized around one brand's short history and the one or two behavioral principles — vetted against peer-reviewed, controlled research rather than just plausible-sounding correlation — behind its success.
Discussed in
- Episode 263 — 263-the-surprising-menu-psychology-behind-five-guys-success
- Episode 264 — 264-how-did-guinness-become-britain-s-most-popular-pint (Guinness and Dyson chapters)
- Episode 268 — 268-why-everyone-s-suddenly-drinking-aperol-spritz (Aperol Spritz chapter; Shotton and Weston's own logo-recall replication)
- Episode 270 — 270-why-we-re-irrationally-loyal-to-amazon-prime (Amazon chapter; sunk cost and pennies-a-day effect)
- Episode 275 — 275-the-secret-behind-kfc-s-success (KFC chapter; secret-recipe information gap, Zeigarnik effect via Nescafé Gold Blend Couple)