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.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.
Appearances
He says, look, take out the loft insulation because if you don't, you'll be wasting 75 cents a day.
Now, even though it's the same amount of money, by emphasizing people could be losing out on that, they could be wasting that money, he got a 50% or 60% higher response rate.
So absolutely, there is an argument that the mathematically equivalent loss affects us more than someone getting that gain.
The way I'd put it is if you and I
Go our separate ways today.
You realize you have lost $5.
I find that $5.
Your unhappiness will be larger than my happiness.
Certainly would be if I knew that you'd found my $5.
Yeah, yeah, yeah.
Oh, don't worry.
I wouldn't be telling you.
I'd be keeping that secret.
Yeah, yeah.
Yes.
The only caveat there is when it comes, you know, the great thing, like behavioral science and psychology, it's not like maths where people are particles and, you know, exactly the same occurrences happen.
I think there's a bit of a complexity when it comes to humans and, you know, context is hugely important.
When it comes to going from a loss to engendering fear, then I think you've got to be quite careful.
Why?
There's an argument from people like George Lowenstein that,
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