In this episode, Richard Shotton joins host Jason Mudd to discuss the behavioral science behind some of the world’s most successful brands and how to apply those principles in marketing and PR.

Meet our guest:

Our guest this episode is Richard Shotton, founder of Astroten. Richard is a behavioral scientist and best-selling author of “The Choice Factory,” “The Illusion of Choice,” and “Hacking the Human Mind.” He specializes in applying behavioral science to marketing and works with global brands to solve real-world challenges.

Five things you’ll learn from this episode:

1. Why what people say influences them vs. what actually drives behavior

2. How “effort storytelling” can increase perceived product value

3. Why simplicity in messaging increases perceived intelligence and trust

4. How timing and “fresh start” moments influence behavior change

5. Why social proof remains one of the strongest drivers of decision-making

Quotables

“Behavioral science is what people say influences them and what actually influences them. They are wildly different.” — Richard Shotton

“If you ever need someone to make a really big change in their life, don't target them randomly.” — Richard Shotton

“The more effort that goes into something, the better it is. People have got that as a rule of thumb in their head. And the interesting thing is, the rule of thumb takes on a life of its own.” — Richard Shotton

“If you want to convey strong brand values, the argument from Oppenheimer is to speak in a simple, clear way.” — Richard Shotton

“The simplest answer is usually the best answer. If it’s focused on one thing, it's clear, easy to digest.” — Jason Mudd

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More About Richard Shotton

Richard Shotton is a behavioral scientist and founder of Astroten. He is a best-selling author of three books, including “The Choice Factory” and “The Illusion of Choice.” His latest book, “Hacking the Human Mind,” explores the behavioral science underpinning the success of 17 leading brands. He specializes in applying behavioral science to marketing, helping brands like Google solve real-world challenges through consultancy, copywriting, and training.

Guest’s contact info and resources:

@rshotton on X

Richard Shotton on LinkedIn

Astroten’s website

Consumer Behavior Lab website

”Hacking the Human Mind” book

Additional Resources:

Earned authority + emotional resonance = brand wins

Support the show

On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Behavioral science secrets behind top brands