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 monthsRecordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.
Appearances
So the psychologists call this the gold dilution effect.
And it's very, very different from how most people and how most brands behave.
Most brands try and cram in lots of reasons about why they're amazing.
Most people going to an interview will try and persuade the interviewer that they've got a million different skills.
Zhang and Fishback say, look, be really careful before you do that.
Each additional reason you add on will undermine belief in the core reason to believe.
That's exactly it.
The argument from psychologists is that from an evolutionary perspective, energy is a very scarce resource.
And thinking is energy intensive and it's effortful.
So for most decisions people make, especially commercial ones, most people don't make them in a fully deliberative, thought-through way.
Most of decisions are made in a very quick, snap, reflexive way.
And the way that we make these quick decisions is to use what psychologists call heuristics or biases.
We have this series of rules of thumb in our head for making really fast decisions.
And what's interesting for anyone who is trying to persuade others to change their behavior is these rules of thumb are prone to biases.
Essentially, if you know about these biases, and that's what behavioral science catalogs, you end up working with human nature rather than against it.
And that's always more effective.
Absolutely.
And with all these points from behavioural science, it's not Michael Aaron and I speculating.
There's always experiments that back it up.
And there's a lovely experiment by Guido that proves this.
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