Richard is the founder of Astroten, a consultancy the applies behavioural science to marketing.
He started his career in marketing 20 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before specialising in the application of behavioural science.


Richard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavioural experiments he runs for titles such as Marketing Week, The Drum, Campaign, Admap and Quartz.


He tweets about the latest social psychology findings from the handle @rshotton.

The compelling new book by Richard Shotton, author of The Choice Factory

Every day, people make hundreds of choices.

Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?

These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.

The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of today - and shows how any business can take advantage of these quirks to win customers, retain customers and sell more.

Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.

You'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit - and much, much more.

You simply cannot afford to miss The Illusion of Choice.