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 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

High credibility source, 23% changed their mind.

So even though everyone gets exactly the same logical argument, the same facts, the same figures, the same persuasive power of argument, you get this three and a half fold difference in influence dependent on who it came from.

So their argument was who says something can be as important as what's said.

Now, that study was done, what, 73 years ago?

But it's been repeated again and again.

I'm just going back to the original one because I think it's the clearest.

It's the simplest.

But since they've done that, what people have started to look at is, well, what makes for an effective messenger?

And many different variables.

Three of the big ones are the messenger is neutral.

So if I tell you my book's amazing, you might be skeptical.

even if I got my brother or my wife to tell you that, it's still, even that tiny extra bit of neutrality will boost believability a bit.

So neutrality is important.

credibility is important and that's why Oppenheimer is so powerful but then the third bit that's really interesting is relatability now I might be influenced by what my neighbor tells me about you know the best sports drink or the best supplements even though my neighbor doesn't know anything particularly in that area but the fact that I relate to them they're similar to me it makes them more powerful so I think the argument with influence would be you could get the neutrality

But ideally, if you can get credibility and relatability as well, then you're onto someone that can change the behavior of others.

Yeah.

So once you start talking about the order of a JLO, I think you start moving into kind of other behavioural biases.

There's an idea called costly signalling.

So the original work on this was done by biologists rather than behavioural scientists.

But it's essentially the believability of communications is in proportion to the expense of that communications.

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