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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You should be emphasizing the indulgence.

You're not the only one that does this.

This is a widespread finding.

So it's a British experiment from a guy called Daniel Reed.

1998 study when he was at Leeds.

And he goes out to an office and he gives people an offer.

He says, look, do you want a candy bar or an apple?

They're both free.

You just get to pick one.

And to some people, he says, you choose now and I'll come back in a week's time and give you your snack.

And when he sets it up like that, the apple and the candy bar are equally preferred.

50-50 split.

Other people, same offer, candy bar or apple, but he says, pick your one snack and you have it now.

And when he does that, there is a massive swing towards the candy bar.

You've got 81% of people picking candy bar, 19% picking apple.

If people pick for their future selves, they pick in the way they think they should behave.

If people pick for now, they pick in a way that just satisfies their base desires.

So you've got to think as a marketer or as anyone trying to persuade someone else,

Which of those two reasons is going to work best in my favor?

If I'm selling a health food, try and reach people when they're doing their online shop and it'll be delivered in two months time.

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