‘Behavioural science is not a straitjacket for creatives and planners’
We spoke to Shotton shortly after the release of his second book, The Illusion of Choice: 16½ Psychological Biases That Influence What we Buy, about what experts underestimate when it comes to changing behaviour, what it means to apply a bias laterally, and whether ad agencies make life more difficult for themselves by trying to look clever.
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