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the choice factory: behavioural science & effective advertising

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The Choice Factory: Behavioural Science & Effective Advertising - Webinar featuring Richard Shotton

On June 9 we welcomed Richard Shotton, author of the acclaimed book The Choice Factory, for a fascinating presentation on the behavioural science insights that can be used to improve advertising effectiveness.

In this presentation Richard outlines 5 key learnings for marketers, including

  • How a life change – including the current global health crisis – puts buying behaviour in flux, presenting an opportunity for marketers.
  • Why social proof (the finding that consumers tend to copy others) becomes more pronounced during a crisis
  • How to attract attention & the need to be distinctive
  • Tactics for reducing price sensitivity
  • Why, if you want to change behaviour, making it easy is as important as changing motivation levels

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other resources:

  • The Choice Factory
  • EAST Framework: Four simple ways to apply behavioural insights
  • Priceless 

RICHARD SHOTTON
Founder, Astroten

Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising.

Richard started his career as a media planner 20 years ago, working on accounts such as Coke, Lexus, and comparethemarket, before specialising in applying behavioural science to business problems.

He is the founder of Astroten, a consultancy that applies behavioural science to marketing.

He regularly runs training sessions with brands, big and small, using insights from behavioural science to help solve their problems.

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