Richard Shotton: Why strategists must understand the science of consumer choice by Sam Peña-Taylor, WARC

Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them. Richard sat down with WARC’s Sam Peña-Taylor to talk about the origin of his own interest in the discipline, establishing a culture of testing, and the importance of context.

Behavioural science has entered advertising in a host of interesting ways. Much of that intellectual shift can be attributed to a roster of writers championing the integration of behavioural thought into communications. Richard Shotton is one of them.

…. The book contains impressive amounts of primary research – is this an important part of integrating behavioural science? Is it not ludicrously expensive?