Source
The Choice Factory
Richard Shotton
Best-selling book applying behavioral science to advertising, cited across episodes as the source for the life-event brand-switching survey, the nine-ender research summary, the Von Restorff/distinctiveness research (Episode 5), charm pricing (Episode 6), scarcity (Episode 8), the fundamental attribution error / Kitty Genovese material (Episode 10), the charm-pricing prevalence-decline study (Episode 33), the regional energy-tariff targeting study (Episode 36), the BrandView/Sainsbury's charm-pricing-avoidance study (Episode 57), and the Avis "we try harder" Pratfall Effect campaign (Episode 58).
Referenced across Episodes 136 and 138 as Richard Shotton's first book, which Phill Agnew calls the best behavioural science book he's read and which won BBH's World Cup of Advertising Books. Both episodes are built around its follow-up, The Illusion of Choice.
Discussed in
- Episode 3 — 3- Why marketers want to know your habits
- Episode 5 — 5- The science behind distinctive advertising
- Episode 6 — 6- The psychology behind effective pricing
- Episode 8 — 8- The power of scarcity and why less is more
- Episode 10 — 10- Time to stop targeting -millennials
- Episode 33 — 33- The Psychology of Price - Part One
- Episode 36 — 36- Find the right audience - With Rand Fishkin
- Episode 57 — 57- Charm Pricing- The greatest trick in marketing (BrandView/Sainsbury's charm-pricing avoidance)
- Episode 58 — 58- Why brands should flaunt their flaws (Avis "we try harder" campaign)
- Episode 136 — 136-today-s-guest-is-ri-h-rd-sh-tto
- Episode 138 — 138-listen-to-exactly-17-minutes-and-42-seconds-of-this-episode
- Episode 294 — 294-what-makes-a-good-logo (source for the Von Restorff re-citation)