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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And he attributes the success to kind of baking in this scarcity, baking into this limited time offer into the very heart of the product.

I think when it goes well, there is an idea called the messenger effect.

So the original study was done back in 1953 by Hovland and Weiss.

They were at Yale at the time.

It's quite a nice study.

They stop people in the street.

And they ask them a topical matter of the day, like, can the US build a nuclear power submarine in the next 12 months?

People say yes or no.

And then once the psychologists have got the answer, they invite those people back to their lab in four days' time.

And when the participants arrive at the lab, on a table, there is a A4 sheet of paper, and there is a very tightly argued statement

a bit of prose about why the participant is completely wrong.

So if I said, yes, a submarine can be built, very powerful argument about why it's just not practical.

Once people have read this argument, they have to say whether they've changed their opinion.

Most people don't.

But the twist in the experiment is sometimes the argument is attributed to a credible source.

So in the case of the submarine, it was Oppenheimer, the physicist.

Sometimes the argument was attributed to a low credibility source, so Pravda, the Russian newspaper.

And what the psychologists found is that

If the argument was attributed to a low credibility source, 7% changed their mind.

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