The key discriminator as to if the trainee Priest stopped was the time he had rather than his values. Richard Shotton’s excellent paperback is a prime example of observation and investigation in the field of comprehending what makes each of us tick. They are not looking for perfection and are more driven to avoid the negative of a product being rubbish). Test — Define your different target segments then test your way to find the optimum message for each group. Flaunt your flaws — cf the VW Beetle advertising (“It’s ugly but it gets you there”), Avis (“We’re nos 2”), Guinness (“Good things come to those who wait”).

Find unique ways of reaching your target audience — Define your media auction criteria in new ways and avoid the standard way of demographics (e. But when Meghan Busse, Duncan Simester and Florian Zettelmayer, academics from MIT and the Kellogg School of Management, investigated they discovered a curious anomaly.Only very recently, about 80 years ago, medical professional started doing the very opposite, and today blood transfusions save numerous lives every day. 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).

One of the most cherished beliefs of media planners, that attention is crucial, may not be right in all circumstances.Even more interestingly, consumers were willing to pay twice as much for brownies served on a china plate. Rejecters of your brand are difficult to convince because they interpret your message through a lens of negativity. In a recent experiment, 500 participants were given a list of 15 numbers, all written in black except one number written in blue. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.

So over-invest in supporting your premium ranges as this perception of quality will halo across the rest of the brand.

Taking us through a typical day of decisions, from trivial food choices to life-changing career moves, The Choice Factory explores how our behaviour is shaped by psychological shortcuts. Those who had heard the argument at the same time as the silent film were more likely to have changed their opinion. When targeting rejecters, brands should prioritise media such as radio, which tend to be consumed while people are doing something else. That way the conscious mind doesn’t realise it’s being persuaded and confirmation bias isn’t activated. Instead, you need to be aware that it merely provides evidence to which you need to apply your discretion and judgement.

If a brand establishes a strong association with one positive characteristic it will colour other attitudes. Richard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing. Never mention unwanted behaviour – These communications fail because they stress that the unwanted behaviour is commonplace. Fascinating, well written, and super-practical: Shotton walks us through a series of cognitive and behavioural biases that leave us in no doubt that we are not the rational beings we like to think we are. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science.As Ludwig von Mises, an Australian economist, once said, “ If you run a restaurant there is no healthy distinction to be made between the value you create by cooking the food, and the value you create by sweeping the floor”. Jonathan Haidt says “The conscious brain thinks it is the Oval Office but it is actually the press office.