Marketing Today With Alan Hart

In this week's episode of “Marketing Today,” Alan talks with Richard Shotton, author of the book, “The Choice Factory: 25 Behavioural Biases That Influence What We Buy,” which was published earlier this year.Shotton started in advertising as a media planner, working on brands such as Coke and Lexus, before becoming inspired by the idea of applying behavioral psychology to business problems. Presently, he is head of behavioural science at Manning Gottleib OMD. In addition, he recently founded the consultancy, Astroten.During his conversation with Alan, Shotton outlines the thinking and methodology that went into writing his book. And he discusses just how much he relishes the freedom to conduct his own experiments to bear out his hypotheses. “What I have most loved is the freedom to go out and run a test to prove a point,' says Shotton, “not to have to rely on other people's findings. It's so easy to set up a psychological experiment. I find that really exciting and liberating — starting a project, not knowing