Richard Shotton on Muck Rack

Richard Shotton

Herne Hill, London
As seen in: Behavioral Science For Brands: Leveraging behavioral science in brand marketing., Marketing Week, Apple Podcasts, LinkedIn, HuffPost, The Guardian, The Telegraph, Entrepreneur, Fortune, Quartz, Agenda (World Economic Forum), Ad Age and
Covers:  Behavioural science and social psychology and their application to marketing
Founder of Astroten, a consultancy that applies findings from behavioural science to marketing. Author of The Choice Factory & The Illusion of Choice

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Richard Shotton’s Biography

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Richard is the author of The Choice Factory, the best-selling book on how to apply behavioural science to marketing. The book has won praise from industry figures such as Mark Ritson, Rory Sutherland, Dave Trott and many others.

He started his career in advertising 17 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before moving into research.

Richard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavio…

Articles

The Psychology Secrets Behind Guinness, Apple, and Pringles — And How They Can Work For Your Brand

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By Michael Aaron Flicker, Richard Shotton
| Entrepreneur
This story appears in the January 2026 issue of Entrepreneur. Subscribe » It’s one thing to look at a genius advertising campaign and say: “I wish I could do something like that.” It’s something else to say: “I want to do something like that, and I’m confident trying because I know why it worked.” Too often, as entrepreneurs, we rely on instinct, intuition, and the idea of “marketing magic,” but not enough on evidence.
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How behavioural science can help create more effective advertising

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By Richard Shotton
| buff.ly
Sign in to continue Email address Password Stay signed in Limited free articles a month Free email bulletins To receive full access to Campaign's content including: Unrestricted access to all The Information and The Knowledge content Access to Campaign's in-depth features and coveted reports including additional School Reports analysis, the Annual Salary Survey, and supplementary insight from Campaign's Best Places to Work Regular data-led insight reports from Campaign Red, our new global...
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The Surprising Behavioral Science That Built Five Guys: Goal Dilution

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By Richard Shotton, Michael Aaron Flicker
| StartupNation
Imagine a sunny day on the boardwalk in Ocean City, Maryland. It’s the mid-1980s, muscle tees and acid-washed denim abound. Jerry Murrell is out with his four almost-adult sons. Jerry had offered his oldest boys a choice: go to college if they desired, or use the funds to start a business. They opted for the latter. So, getting the family enterprise off the ground mattered — in fact, their futures depended on it. They were always on the lookout for inspiration.
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Daniel Kahneman - the most influential living behavioural scientist

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