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
And he does this brilliant study where he goes around a Danish office and he offers people a choice.
So you can either have an apple or a chocolate bar.
They're completely free, but you only get to pick one.
The first half of people, it's a very straight setup.
He just says, pick which of these one snacks you want, take it now, eat it now.
And 82% go for chocolate bar, 18% go apple.
Next time he does this experiment, he twists it slightly and he says to people, you can have a chocolate bar or an apple.
You pick now, but I will bring this snack to you in a week's time.
And suddenly, the apple becomes a lot more popular.
It's not quite beating the chocolate bar.
I think it's 51% chocolate bar, 49% apple.
But considering there was a massive skew towards the chocolate bar in the previous version, this is a big change.
And the argument from Reid is that when we are picking for immediate consumption...
We're very much driven by what we want to do, what's in our – what's going to be tasty, what's our kind of base desire.
But if we're picking for our future self, well, suddenly we are much more influenced by what we think we should do.
And you take that experiment and then you think about, well, how would you behave if you're a –
a low-alcohol beer or a healthy food versus fast food.
And if you want people to do the right thing, don't try and influence them when they're sitting down at a restaurant just about to eat because they're going to be driven by their appetite.
what you want to do is reach them maybe when they're doing their online shop.
Now, you're on tesco.com and you're ordering your food that's going to arrive in a week.
Showing 701–720 of 1,228 · page 36 of 62
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