Richard Shotton, head of behavioural science at Manning Gottlieb OMD, published The Choice Factory early in 2017, outlining 25 common biases that affect consumers’ responsiveness to brand messages and advertising. He joined me in the Echo Chamber to talk about his distinctly unstuffy book — described by Ogilvy’s Rory Sutherland as “a Haynes Manual for understanding consumer behaviour” — and to look at how these biases, and the broader field of behavioural science, are relevant to PR and comms.
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