Episode
#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
1:25:42
Published: Mon Apr 27 2020
Description
Richard Shotton is a behavioural scientist, Founder of Astroten and an author. One of my favourite guests returns today as we discuss mental models, psychology, consumer behaviour, principles for advertising, social change and much more. Expect to learn how you can tell someone's mood by the movement of their mouse, why the end of an experience is the most important, what makes the perfect advert, how you can increase workplace safety with skeleton gloves and much more. Get Surfshark VPN - https://surfshark.deals/MODERNWISDOM (Enter Promo Code MODERNWISDOM for 83% off & One Extra Month Free) Extra Stuff: Follow Richard on Twitter - https://twitter.com/rshotton Buy Richard's Book - https://amzn.to/2YCQfdt Buy Richard's Online Course - https://www.42courses.com/courses/behavioural-science-for-brands Take a break from alcohol and upgrade your life - https://6monthssober.com/podcast Check out everything I recommend from books to products - https://www.amazon.co.uk/shop/modernwisdom - Get in touch. Join the discussion with me and other like minded listeners in the episode comments on the MW YouTube Channel or message me... Instagram: https://www.instagram.com/chriswillx Twitter: https://www.twitter.com/chriswillx YouTube: https://www.youtube.com/ModernWisdomPodcast Email: https://www.chriswillx.com/contact
Chapters
In this episode, Richard Shotten discusses topics such as how to tell someone's mood by the movement of their mouse, workplace safety with skeleton gloves and how the end of an experience is the most important.
00:00 - 03:59 (03:59)
Summary
In this episode, Richard Shotten discusses topics such as how to tell someone's mood by the movement of their mouse, workplace safety with skeleton gloves and how the end of an experience is the most important.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
Research has found that people are more likely to remember rare items on a list when given a limited amount of time to learn it, and that applies to both letters and numbers.
03:59 - 09:40 (05:41)
Summary
Research has found that people are more likely to remember rare items on a list when given a limited amount of time to learn it, and that applies to both letters and numbers.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
A study conducted by an advertising company found that people in a good mood were more likely to notice and positively rate ads than people in a bad mood, who were less likely to notice ads altogether.
09:40 - 22:14 (12:34)
Summary
A study conducted by an advertising company found that people in a good mood were more likely to notice and positively rate ads than people in a bad mood, who were less likely to notice ads altogether.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
The Generation and Zygonic effects are two tactics used in marketing to increase the memorability of an ad.
22:14 - 29:08 (06:53)
Summary
The Generation and Zygonic effects are two tactics used in marketing to increase the memorability of an ad. The key is to use them intentionally without the audience feeling manipulated.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
Research finds that phrases that rhyme are seen as more believable and easier to remember than non-rhyming phrases, leading to the creation of the Keats heuristic.
29:08 - 35:57 (06:49)
Summary
Research finds that phrases that rhyme are seen as more believable and easier to remember than non-rhyming phrases, leading to the creation of the Keats heuristic.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
Rory believes that ad agencies prioritize ads that are safe and approved by superiors, over taking risks with potentially more successful outcomes.
35:57 - 41:54 (05:57)
Summary
Rory believes that ad agencies prioritize ads that are safe and approved by superiors, over taking risks with potentially more successful outcomes. He emphasizes the importance of risking failure to gain success in advertising.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
Trust in brands can be consistently changing and can be easily misrepresented by selecting certain time periods to create a drop.
41:54 - 48:07 (06:13)
Summary
Trust in brands can be consistently changing and can be easily misrepresented by selecting certain time periods to create a drop. Despite this, tried and trusted solutions are out there that we're ignoring because we think we're in a unique period of a lack of trust.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
The way we frame our message about societal behaviors can influence how people respond to it.
48:07 - 55:01 (06:54)
Summary
The way we frame our message about societal behaviors can influence how people respond to it. Highlighting outlier behaviors can lead people to believe the behavior is more common and acceptable than it actually is.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
By changing the landmarks in the airport, a circuitous walk was created which both made the journey longer but also distracted from the wait and made the job of managing such areas far easier for security.
55:01 - 58:48 (03:47)
Summary
By changing the landmarks in the airport, a circuitous walk was created which both made the journey longer but also distracted from the wait and made the job of managing such areas far easier for security.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
The peak end rule suggests that people disproportionately remember the best or worst moments of an experience and the final moment.
58:48 - 1:03:15 (04:27)
Summary
The peak end rule suggests that people disproportionately remember the best or worst moments of an experience and the final moment. This concept can be applied to anyone creating a custom experience to ensure that it is memorable and effective.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
Psychologists use in moment experiencing self ratings to understand how people feel in a particular moment.
1:03:15 - 1:08:48 (05:33)
Summary
Psychologists use in moment experiencing self ratings to understand how people feel in a particular moment. Additionally, two remembering self ratings are used to measure overall satisfaction with an experience.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
The process of creating new ideas and solutions is difficult but necessary, especially in times of crisis.
1:08:48 - 1:19:04 (10:16)
Summary
The process of creating new ideas and solutions is difficult but necessary, especially in times of crisis. Despite the challenges, there are positive outcomes that can result from innovation.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
During times of crisis, businesses should avoid pushing up prices as it can be seen as unfair and result in negative consequences for the brand.
1:19:04 - 1:22:50 (03:46)
Summary
During times of crisis, businesses should avoid pushing up prices as it can be seen as unfair and result in negative consequences for the brand. Brands should also avoid weaponizing goodwill as it may give off the impression of taking advantage of the situation.
Episode#163 - Richard Shotton - Psychology, Advertising & Human Behaviour
PodcastModern Wisdom
The phrase "doing the right thing" means putting in the hard work to behave ethically instead of just wanting recognition for it, as entities like Facebook and companies giving free coffee are now demonstrating.
1:22:50 - 1:25:30 (02:40)
Summary
The phrase "doing the right thing" means putting in the hard work to behave ethically instead of just wanting recognition for it, as entities like Facebook and companies giving free coffee are now demonstrating. In nine months, there will be several babies and books present, as noted by the speaker.