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 months

Recordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

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Modern Wisdom · 11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053 · 31 Jan 2026 podcast

And he takes the recording and plays it to listeners.

But sometimes he plays out the full version to listeners.

So they get the spillage and the great performance.

Other times he edits out the spillage.

What Aronson finds when he questions everyone as to how appealing the contestant is, is this slightly counterintuitive result.

He finds that there is a greater preference amongst the group who heard the spillage compared to the group who just heard the amazing quiz performance.

And it's not a small difference.

The people that heard the spillage and the great performance, they rate the contestant 45% better than the people who just heard the amazing quiz performance.

So he calls this the pratfall effect.

Essentially this idea that people or products, and there are some nuances here, but people or products that exhibit a flaw become more appealing.

And I think that's at the very heart of this Guinness line.

Good things come to those who wait.

You don't try and sweep under the carpet.

You don't try and airbrush out the irritation of the delay of Guinness.

What you do instead is lean into it because people assume if it has taken a lot of time to make, it must be higher quality.

I think that's at the heart of probably the best ever Guinness campaign.

Yeah.

Well, I don't know whether Skyscanner artificially slowed things down, but there are definitely experiments that show if they did, it would increase people's sense of the results being comprehensive.

So Ryan Burwell at Harvard Business School ran a study into this and he randomizes people into two groups.

Some people use a Skyscanner style site and they are given their results immediately.

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