presented by Richard Shotton

Scroll down

Pulling levers

We are all in the business of behaviour change. But understanding how consumers actually behave, rather than how they claim to, is not an easy task.

Find out how you can apply over 130 years' worth of academic research in behavioural science to make your brand more competitive, improve your products and make your communications more effective.

Reserve your seat now

“The human mind does not run on logic any more than a horse runs on petrol.”

― Rory Sutherland, Alchemy

Richard Shotton

Richard is one of the most sought-after experts at the intersection of brands and behavioural science. For more than a decade now, he's been teaching marketers and advertisers how to craft their product and communications so that they work with human nature, rather than against it.

His best-selling book The Choice Factory can be found on the bookshelves of marketers, businesspeople and academics worldwide.


Masterclass content

For this masterclass, Richard has prepared his entire workshop and training oeuvre - and then some.

On top of the lectures, all students will receive access to the brand new CREATES framework and a detailed resource wiki.

1. Introduction to Behavioural Science

Why it's useful. Frameworks. CREATES framework for brands and agencies.

2. Make it Social

Behavioural biases and how we are influenced by others. Social Proof. Case studies. Danger of claimed data (...)

3. Lateral Applications of Behavioural Science

Literal vs. lateral applications in the real world. Mutual and averted gaze. Danger of claimed data (...)

4. How to Attract Attention

Distinctiveness & how to achieve it. Why distinctiveness boosts status (...)

5. Boosting Memorability

Concreteness. Generation effect. Primacy. Context-dependent memory.

6. Make it Attractive

Messenger effect. Scarcity. Illusion of control. Pratfall effect. Case studies (...)

7. Make it Attractive: Trust

How can marketers make their brands and products appear more trustworthy?

8. Make it Attractive: Copy

In this section, we will be discussing a range of biases that can be applied to make an offering more attractive. Language framing. Keats Heuristic. Loss aversion. Power of because (...)

9. Make it Relative

How we see prices in relative, rather than absolute terms. Extremeness aversion. Order effects of anchoring. Decoy effect.

10. Psychology of Prices

How marketers can apply behavioural science to their pricing. Power vs. danger of free. Charm prices. Price as a badge.

11. Make it Contextual

The importance of context in determining behaviour. Fundamental attribution error. Mood, noticeability, believability.

12. How to Run an Experiment

How to design an experiment and implement the findings. Monadic testing. Temporal reframing. Field testing.

13. Make it Easy

In this section, we will discuss the importance of making the desired behaviour as easy as possible, as well as counterintuitive biases relating to removing friction.

14. Make it Hard

In this section, we will discuss how, occasionally, the opposite of a good idea is another good idea (...)

15. Make it Timely

The importance of (consumer) habits. How and when to break them and create new ones (...)

16. Ethics

A discussion on how behavioural science can be applied ethically.

17. Applying Behavioural Biases to a Problem

We will apply the ideas which we have learned throughout the course to a problem.

18. Summary and Further Resources

In this final section, we will summarise the learnings and talk about the next steps.



  • Live sessions and Q&As with Richard
  • Lectures
  • Exams & Certification
  • Access to the CREATES framework
  • Resource wiki
  • Lifetime access
496 EUR


  • Lectures
  • Exams & Certification
  • Access to the CREATES framework
  • Resource wiki
  • Lifetime access
326 EUR


  • Lectures
  • Access to the CREATES framework
  • Resource wiki
  • Lifetime access
226 EUR

Prices do not include VAT. For team packages please let us know at and we'll sort it out.

A free lecture from the masterclass

Interested in what the lectures feel like? Leave us an e-mail and we'll
send you a small part of the course for free.