Overconfidence is growing — We live in a world of data yet extra data does not necessarily lead to better decision-making.

You’ll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more. Even with a medium like TV, which is often the sole focus of attention, media planners can identify the programmes or times when the audience is likely to be second screening. If you're in the persuasion game and you've ever wanted to better understand your consumers' purchase behaviour, this is the interview for you!

Only very recently, about 80 years ago, medical professional started doing the very opposite, and today blood transfusions save numerous lives every day. They have access to more data than ever before and many believe that because the information exists they should use it. Publishers have a wealth of insight that quantifies the important role that magazines play in people’s lives. Popular brands can become even more popular because their visibility provides a sense of social proof. Similarly, among Tories the policy was four times more popular when it was seen to come from their party.

If you run a restaurant there is no healthy distinction to be made between the value you create by cooking the food, and the value you create by sweeping the floor”. When Labour supporters thought the policy came from their party there was strong support: 14% completely agreed. Also clients and agencies tend to jettison successful campaigns too soon (even though they may start to see a drop-off in results, these campaigns still often outperform new campaigns). In his hugely popular book The Choice Factory, Richard Shotton explains how behavioural science can be applied to advertising and how a few simple tricks can help marketers improve the effectiveness .Turn consumer overconfidence to your advantage — The same applies to the general public, so appeal to their ‘expertise/generosity’. One way consumer brains determine what is worthy of conscious attention is through personal relevance. Each chapter begins with us, the reader, in a scenario that through Shotton’s subsequent analysis we come to recognise as a behavioural bias. The event was sold out, with guests coming from all over the Netherlands and even traveling from abroad.

Anyone who claims to have found laws of business physics either understands little about business, little about physics or little about both. One of the ways our brains determine what is worthy of conscious attention is personal relevance – this is termed the cocktail party effect. After the students had heard the recording, the Stanford psychologists questioned them as to how far their views had shifted. The key point is that the funniness of an ad is not solely a creative issue but also one of location, and media placement.They repeated these tasks with access to different levels of data: either 5, 10, 20, 30 or 40 of the variables. Richard Shotton has read widely so that you don t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. In the case of Social Proof he ends with the case of the Apple earphones; how the simple yet dramatic change from the black earphones that were ubiquitous across the market to a pure white pair gave Apple an instantaneous edge, it wasn’t that everyone was wearing white earphones but through their distinctiveness they were recognised and deemed the most popular. How to track brands better – Instead, digital brand tracking should measure the difference in attitudes between those in the target audience exposed to the ads and a control group, unexposed to the ads.

However, support plummeted to 3%, less than a quarter of the original level, when it was described as a Conservative proposal.

Leahy used this insight to launch Tesco’s hugely successful “Free From” range long before the competition. Those who had heard the argument at the same time as the silent film were more likely to have changed their opinion. It’s written for marketeers and advertisers with a strong focus on applicability – so strong that it almost tips into cynicism at times, but it’s rescued by Shotton’s cheerful and practical style. Speakers at Make Disruption Pay: Striking the Balance, will consider issues such as how firms can ensure marketing spending delivers short-term results while their investment builds brand loyalty . We will be joined by a whole host of top industry speakers with a killer line up of sessions tackling all things martech, salestech, nextech and ad tech.