HACKING HUMAN NATURE: APPLYING BEHAVIOURAL SCIENCE TO MARKETING
Richard Shotton
HACKING HUMAN NATURE: APPLYING BEHAVIOURAL SCIENCE TO MARKETING
If you are in the business of influencing decisions, you need to understand what drives them. Behavioural science is one of the most robust ways of gaining that understanding. This session will be a deep dive into one particular area of behavioural science: how to make your prices more appealing without reducing them. We'll explore some classic studies on pricing as well as Richard's latest research. Most importantly, we'll focus on the simple and practical applications for these studies.
Richard is one of the most sought-after experts at the intersection of brands and behavioural science. For more than a decade now, he's been teaching marketers and advertisers how to craft their product and communications so that they work with human nature, rather than against it. His best-selling book The Choice Factory can be found on the bookshelves of marketers, businesspeople and academics worldwide.
