As expected the distinctive item was the most memorable but the effect was more pronounced among the younger group.

Quantitative Survey Research Our quantitative survey research services includes online, telephone and face to face. Our ISO 20252 guarantees you get the best every time. In fact, Richard’s book “The Illusion of Choice: 16 ½ psychological biases that influence what we buy” is a treasure trove of research and anecdotes which bridge the gap between the very technical world of academia and the “wild” application of behavioral science in real world marketing. Change competitive set – The presence of wine increased willingness to pay because it established a different comparison set to beer. Weirdly you make the can smaller. Suddenly people think this is a different category of drink for which different price points apply.

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Richard Shotton explores why marketers are so fad-obsessed, using the unlikely metaphor of the penalty shoot out. If each technique tells us the same story then we can give it greater credence. If they jar, then we need to generate a hypothesis to explain the contradiction. Our behaviour is heavily influenced by the environment we are in (we underestimate the importance of context over personality).

It's important to not take a single study as definitive proof. Much market research doesn't generate the same results when replicated, so it's vital to not be cynical but sceptical. 23. Variability

A riskier alternative is to convert this resistant audience by reaching them at moments of distraction or with oblique and incidental detail. Whether that turns out to be brave or foolhardy depends on the execution. The brands who take the time to convey their social proof messages with charm and wit will be even more successful. In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing. --Mark Ritson, columnist forMarketing Weekand Professor at Melbourne business school For example, consider using radio as it is typically a support medium when they are doing something else. On TV it is best to target programmes where there is a lot of 2nd screening (e.g. Love Island).

A menu rewritten from ‘Red beans and rice’ to ‘Cajun red beans and rice’ increased students rating of the food. The book "The Choice Factory" by Richard Shotton explores and explains the trends behind consumer behavior. After the students had heard the recording, the Stanford psychologists questioned them as to how far their views had shifted. Those who had heard the argument at the same time as the silent film were more likely to have changed their opinion.Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.

Make your first impression as impressive as possible — Dial it up. Build strong imagery with the values easiest to be associated with as opposed to those values most associated with the category (I.e. another take on Byron Sharp’s mental availability — Ed)Focus on Profit — The end goal for most brands is profit. Therefore, experiment your way to success. The more times you experiment, the greater the chance of hitting on the right ‘formula’.