HACKING HUMAN NATURE: APPLYING BEHAVIOURAL SCIENCE TO MARKETING

The same price can be presented so that it looks like better value, without any discount. Richard Shotton wrote The Choice Factory and The Illusion of Choice and runs Astroten, an agency that applies behavioural science to marketing. In this talk he draws on his own experiments and on classic studies to show how people really judge prices: quickly, by comparison and by mood.

You'll learn why Deutsche Bahn set a €19 train fare next to a transatlantic flight, why it pays to add a super-premium option and put the most expensive item first, and why a price per bottle sells better than a price per pack. Richard explains why more Uber riders accept a 2.1x surge than a 2x one, why a "maximum 12 cans" limit doubled soup purchases, and how to use these principles in a proposal to a client.