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

But that's still claim data.

The clever bit is what Chu does is monitor people as they're filling in these very boring surveys.

And he just, he just records whether or not the smokers light up a fag while they are filling in the survey.

And the smokers who think they took the vitamins, they are 50% more likely to light up than the smokers who didn't.

So that to me is the powerful bit of the study.

You know, not just listening to claims, but looking at actual behavior.

And that's quite a powerful overview of this idea that if we think we behave virtuously, we overcompensate elsewhere.

Now, with a supermarket, think about the design.

Now, what do you see as soon as you get into the supermarket?

You've got all your fresh fruit and veg.

Now, from a practical perspective, it's the very worst place to have it because it's at the bottom of your trolley now and you're going to put all your heavy items on top.

But what it does is allow people to feel they're virtuous and then they overcompensate with the crisps and the beer and the snacks later on.

So I think you're right that placing...

those treat items right at the end which I think has been banned actually in Britain I think is a is a you know use of one of these biases maybe not for people's best interest though so it's been banned to put fast food so I thought I thought I might I'm expecting I thought I'd heard either a discussion of that happening that you couldn't have you know the little bars now buy the the checkouts full of you know high fat high salt high sugar items I think in an attempt to try and make people healthier

Yeah, yeah, a tiny little nudge.

I mean, the only thing I would say is that

I'm realizing now I've kind of straight I think that's what happened we should probably check as well but you certainly could use a lot of the principles we've been discussing to sell more apples

What I find fascinating is the tactics that are currently used are almost the complete opposite of what the experimental data suggests should be done.

So there's an amazing study by Bradley Turnwald in a cafeteria over six or seven weeks, and he randomizes the labels on the vegetables.

So sometimes he will try and push the health benefit.

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