Why It Works: What can marketers learn from The Gruffalo?
Richard ShottonClever use of repetition and rhyme are just two of the lessons that the children’s favourite has to teach marketers.
Richard Shotton
Why It Works: Creme Eggs and why we want what we can’t have
Richard ShottonThe success of Cadbury’s Creme Eggs comes down to two powerful behavioural drivers: scarcity and habituation. Your brand could do the same.
Why It Works: How Elf Beauty uses behavioural science to power its growth
Richard ShottonThe online beauty retailer utilises multiple behavioural science tricks to boost its appeal to the consumer and get them to part with their cash.
Why It Works: How McDonald’s applies behavioural science to sell fries
Richard ShottonA visit to McDonald’s reveals multiple psychological drivers that encourage us to part with our cash.
Why It Works: How Stoptober helps millions to quit smoking
Richard ShottonPublic service ads are a good place to look for behavioural science tricks to help steer your next campaign.
Dyson and the importance of being transparent about your efforts
Richard ShottonOur behavioural science columnist Richard Shotton shares an extract from his and MichaelAaron Flicker’s new book, Hacking the Human Mind.
Why It Works: A trip to Flat Iron reveals how it sells so much steak
Richard ShottonFrom cute cleavers to free popcorn, there are plenty of behavioural science techniques on display if you enjoy a meal out at Flat Iron.
Why It Works: The illusion of effort is a powerful behavioural driver for B2B marketing
Richard ShottonB2B marketers have been slower to adopt behavioural science compared to their B2C counterparts – but the biases that factor into purchase decisions are too powerful to ignore.
Why It (Didn’t) Work: What marketers can learn from America’s ‘Scared Straight’ initiative
Richard ShottonMarketers can have a tendency to see research as definitive answer – but as was the case with the Scared Straight programme – sometimes it only confirms a bias.
Why It Works: How Costa Coffee uses behavioural science to entice consumers
Richard ShottonA trip to Costa Coffee reveals multiple behavioural science biases that can make a significant difference to your bottom line.
Why It Works: Why the Famous Five did a jolly clever job for GWR
Richard ShottonBehavioural science does a good job of explaining why utilising The Famous Five paid off so handsomely for Great Western Railway.
Why It Works: Dishoom and its secret sauce of surprise
Richard ShottonDishoom is known for two things: fabulous food and its matka game of chance. More than a mere PR trick, this offer is underpinned by behavioural science.
Choose your metaphors with care – they are more powerful than you think
Richard ShottonThink carefully about the words you use in advertising copy as they could have an impact on the customer that you didn’t expect.
Why It Works: Tesla and the side effects of Elon Musk
Richard ShottonElon Musk has become an increasingly divisive figure in recent years – but can his rightward shift sell more electric cars? Behavioural science says it might.
Why It Works: How Gymshark employs behavioural science to form a habit
Richard ShottonIts online 66 Day Challenge has been a huge success for sportswear brand Gymshark – and it’s underpinned by solid behavioural science techniques.
Why it Works: Coca-Cola’s Christmas trucks should keep rolling
Richard ShottonCoca-Cola and its Christmas trucks prove the value of consistency – and why it doesn’t always have to be in competition with novelty.