After the students had heard the recording, the Stanford psychologists questioned them as to how far their views had shifted. Those who had heard the argument at the same time as the silent film were more likely to have changed their opinion.

When Labour supporters thought the policy came from their party there was strong support: 14% completely agreed. However, support plummeted to 3%, less than a quarter of the original level, when it was described as a Conservative proposal.We are unconsciously influenced by other people (and the more important they are to us, the more influential they are). Reveal gender expectations about promiscuity. Men exaggerate their promiscuity, while women downplay it. I have long thought that the cycling industry is far too addicted to discounting, and I am as guilty as the next person. However, at the beginning of 2020, we began to focus on other areas at the JamesSmithGroup. In THE CHOICE FACTORY Richard Shotton pays homage to the intrepid pioneers of Behavioural Economics, exploring the psychological shortcuts we (as makers of 35,000 daily decisions) take. The book contains 25 tight chapters, each covering a cognitive bias from mood to confirmation, media context to price. Match the bias to the task — Not all cognitive biases are effective for all subject matters. So again, one needs to test to find out which biases are most appropriate for the task in hand.

Realise conflicts in interest here – What is in the interest of the brand, the principal, is not in the interest of the marketing manager, the agent. Nudges are not magic. They do not change all the people, all the time. Different people will react to a ‘nudge’ in different ways. Thus we must not assume one ‘nudge fits all’. Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining." --Dominic Mills, ex-editor ofCampaign Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical." --Seth Godin, author of All Marketers are Liars Advertising has much to learn from biology, especially the theory of imprinting discovered by Lorenz. This theory suggests that consumers have short windows of opportunity during which they can be influenced. Our research suggests that one of these times is after key life events.Author of The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing. People often claim to do things they do not (cf the great quote from Sir David Ogilvy, “ People don’t think how they feel; they don’t say what they think and they don’t do what they say” — Ed). Ensure the flaw matches the brand — Weak brands are less able to get away with this tactic than strong brands can (in the above experiment, the actor got 95% of the answers right. When he only got 30% right his accident made him less appealing).