How billion dollar brands use behavioural science to influence buyers with Richard Shotton

Richard Shotton, bestselling author of The Choice Factory and Hacking the Human Mind, joins Marketing in the Madness podcast to unpack how behavioural science actually works in modern marketing. Richard shares practical, evidence-based insights from 130+ years of behavioural research, breaking down why people make the decisions they do and how marketers can work with human psychology rather than against it. In this episode, we cover: - Why behavioural science is essential for marketers today - How brands like Guinness used psychological biases to drive growth - The Pratfall Effect and why admitting flaws builds trust - Why abstract marketing language fails (and what works instead) - How AI and ChatGPT change marketing decisions and where humans still matter - The most important behavioural biases every marketer should understand - How to remove friction and increase conversion without more persuasion Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/ Katie Street  LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness  LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/