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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Modern Wisdom · 11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053 · 31 Jan 2026 podcast

The Pringles, the genius of Pringles was their line.

Once you pop, you can't stop.

And it's one of the most bizarre studies in behavioral science.

It's about this idea called the Keats heuristic.

I think there's some kind of Keats line where he says, truth is beauty and beauty is truth.

There's something like that.

He's saying that we mistake beauty for truthfulness.

So there's two academics in the 90s called McGlone and Toffig Bash, and they create some fake proverbs.

And for every proverb, they create two versions.

So the non-rhyming version might be woes unite enemies.

The rhyming version would be woes unite foes.

Now,

You get, say, if we were both taking part in this experiment, you might read woes unite foes and you're asked to rate how believable this statement is.

I would see woes unite enemies and I rate how believable I think

Now, we've both received essentially the same information.

All that's changed is the packaging.

You get this nice rhyme.

I get this non-rhyming version.

What happens is that the people who hear the rhyming version, they rate the believability of the statement 17% higher than the people that hear the non-rhyming version.

People are conflating ease of processing with truthfulness.

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