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
it's an unhealthy Indian drink.
And what Raghunathan finds is that the people who think it's unhealthy, they rate that drink 55% better than the people who think it's a health drink.
Because what's happening here is people through experience have generally discovered, you know, matcha tea, I don't know, or some other health craze.
It tastes horrible.
It tastes like the underside of a lawnmower, I've heard people say.
Let's leave that one there.
It's essentially people have learned that generally unhealthy things don't taste very nice.
And then they apply that rule even when it's irrelevant.
Even in like Ragunathan's study, people are trying the same products, but it's that label that changes their perceptions.
The issue with how healthy stuff is marketed is that people focus on the health part.
Just because something happens to be healthy, it doesn't mean that's the aspect that is best at persuading consumers to buy it.
There's a lovely study from Stanford running a real cafeteria where a guy called Bradley Turnwald alternates the labels on the broccoli.
So sometimes he'll say, as Michael Aaron said, light and low broccoli.
Sometimes he'll say sweet sizzling broccoli.
So sometimes he's talking about the health benefits.
Sometimes he's talking about the taste.
And they sell 41% more of exactly the same food when it's the taste that's emphasized, not the healthiness.
So a simple thing advice could do is stop focusing on health and start thinking about emphasizing the enjoyment.
Yeah, you're just setting up like zero alcohol or calorie-free.
You're emphasizing the deprivation that comes with this purchase.
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