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If you’re in business, you’re in the business of influencing decisions. How can you do this if you don’t understand what drives them?

In this self-paced course, Richard Shotton explores how psychological shortcuts shape consumer behavior. These shortcuts are driven by biases. And if we’re aware of these biases, we can align our marketing with human nature, not against it.
Shotton takes you through the most impactful biases. For each, he outlines the principle, explores the evidence, and discusses any nuances or best-in-class examples.
He draws on existing academic research and his own field studies to examine issues such as how to get noticed, boost the appeal of a brand and increase customers' willingness to pay.
Each insight is brought back to marketing, always translating theory into practice in the context of your specific issues.
By the end of the course, you’ll be full of new ideas and ready to crack any brief.

Richard Shotton introduces the topic below:

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Richard specializes in applying behavioral science to marketing. He has worked in marketing for 23 years and helps brands such as Google, Mondelez, and Meta with their challenges.

He is the author of \"The Choice Factory\", a best-selling book available in 15 languages, which explains how behavioral science can solve business challenges.

His latest book, \"The Illusion of Choice\", came out in March 2023. In 2021, he became an associate of the Moller Institute, Churchill College, Cambridge University, and an honorary fellow of the IPA.

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