Consumer Behavior Lab Co-Founder Launches Second Book 'The Illusion of Choice'

The term 'jaywalking' was introduced into American vernacular in the 1920s via an ad campaign launched by automobile manufacturers who sought to head off a public backlash from an increase in pedestrian deaths caused by a burgeoning number of fatal accidents involving cars and pedestrians.

In his new book, The Illusion of Choice, Consumer Behavior Lab co-founder Richard Shotton writes that what ultimately made the ad succeed in encouraging pedestrians to cross at street corners was how it was “framed.” It is one of a series of behavioral science experiments he analyzes and explains how their findings can be applied to marketing to increase the effectiveness of an ad.

“At the time, a ‘jay’ was a derogatory word: an out-of-towner, an unsophisticated hick, confused by the rules of the city. So to be caught jaywalking was shaming. The word caught on, and the responsibility for deaths shifted from drivers to walkers. In fact, jaywalkers are still fined in US cities today,” Shotton writes.

Throughout the book, Shotton identifies the most relevant behavioral science experiments from a marketing perspective. He then analyzes and provides detailed instructions as to how marketers can use those findings to make their advertising more effective. In addition to “framing,” among the studies covered are ones showing how those who break conventions are seen as higher status, how language that is visualisable is much more memorable than abstract terminology and how the use of specific numbers is more effective than rounding up or down when using them in an ad.

According to Shotton: “It’s hard to think of a more relevant topic for marketers than behavioral science. After all, we’re in the business of behavior change. All this book does is identify the most powerful findings from behavioral science and show marketers practical ways of applying it to their work”.  

In addition to co-founding the Consumer Behavior Lab along with XenoPsi Ventures president MichaelAaron Flicker in August 2022, Shotton also founded Astroten, Ltd., a UK-based consultancy which advises marketers and ad agencies on how to apply behavioral science to advertising and marketing. He released his first book on how behavioral science can make advertisements more effective, The Choice Factory, in 2018.