Richard Shotton
speaker
1,228 appearances
5 recordings
4 series
first heard Jan 2026
last heard 27 Jun
Richard Shotton’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.
Appearances
Yeah, I think that'd be fascinating.
I think there's maybe two bits going on.
You've got this sense of getting a bigger discount, but I wonder if there's another part, which is it won't damage perceptions of quality because maybe it's seen as gaming the system and getting a little, you know, you've kind of caught... They haven't even noticed this.
Yeah, and I think that hopefully will maybe protect you from some of that degradation of perception otherwise.
Yeah, and some of that power of Guinness has been phenomenal product creation.
The Zero product, Guinness Zero, is phenomenal.
It's, I think, probably the only alcoholic beer which tastes anything like its parent brand.
So there's some amazing product development going on.
But in the book, Michael and I talk about a very specific campaign.
So we talk about this idea of good things come to those who wait.
And to me, that is an amazing example of what's known as the pratfall effect.
So the pratfall effect is the argument that if you admit a flaw, if you're open about a weakness, you become more appealing.
So the initial experiment was done all the way back in 1966 by Elliot Aronson at Harvard.
Simple study, recruits a colleague from his university, gets that colleague to take part in a quiz.
He's given, Aronson has given the contestant all the answers.
So the guy does amazingly well, gets 92% of the questions right, wins the quiz by miles.
Now looks like an absolute genius.
But then as the quiz is coming to a close, he makes what someone in the 1960s might have called a pratfall.
He spills a cup of coffee down himself.
Now Aronson has recorded all of this
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