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 over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

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And then, yeah, work that I've done with Ben Davies suggests that it also reduces price sensitivity.

So we got 821 people.

We showed them a series of promotional ads.

So maybe like a bottle of Baileys for $10 or some pizzas and Budweiser's for $15.

And every ad people had to rate whether they thought it was good value or bad value.

We averaged those scores and then we asked what mood people were in.

And what we found is if people are in a good mood, 76% of them thought the products were good value.

If they're in a bad mood, it was 60%.

So exactly the same product is rated 26% better value if people are in a good mood.

And I think what's happening here is what people should do is just judge an offer on its inherent qualities, the price and the benefits.

But what they actually do is they confuse their initial feelings, their internal feelings with what's in front of them.

And some of that positivity they're feeling generally imbues the product in front of them.

So putting people in a good mood is a great commercial tactic.

It's essentially this idea that what comes first is the intuitive reaction.

You know, I feel warm or cold towards a salesperson.

That happens.

And then once I've made that decision, then I use all the powers of logic at my disposal to justify that decision to myself.

It's the emotional quick intuitive reaction that comes first.

Then logic goes afterwards.

So what businesses want to be doing is trying to create that snap, quick, intuitive positivity.

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