Richard Shotton

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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 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

In the, the bigger you get,

the more enjoyable people find your kind of communications, the warmth of the brand, I think the more likely these spontaneous ideas are going to spring up.

You know, more people, more chance a drinker comes up with the idea.

And also I think if there's warmth towards the brand, they're more likely to do it.

So I think that, you know, you might have this kind of Matthew effect of to the best brands, you get the best organic ideas.

But that second point you mentioned is around the shortage.

Now, I'm not claiming in any way that Guinness actually did this.

But I think if I was a brand, I would certainly be tempted occasionally to spread rumors of a shortage.

Supply limitation.

powerful ideas in behavioral science, the one that when psychologists try and do comparative ranking of some of these biases, the one that comes out towards the top again and again is scarcity.

You know, we want what we can't have.

There's this amazing G.K.

Chesterton phrase where he says, the way to love anything is to realize it might be lost.

And I think you get these stories in the press about they're going to be a shortage and then it will drive even greater demand because that fear of missing out, that fear of, or that belief that lots of other people want this thing, you know, it powers the desire for it.

So, I mean, I think it's a fantastic Martin case study because if there is one factor that captures attention, it's behaving distinctively.

So the original studies into this were done all the way back in 1933 by a German psychologist called Hedwig von Restorff.

It was the University of Berlin.

And what she basically did, I mean, with a bit of changing, she'd kind of give people lists of words.

So I might write down, let's say, 10 words, give them to you.

Nine of them would be items of furniture.

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