Richard Shotton - Author

Richard Shotton is an author, consultant, conference speaker, and trainer who specialises in applying psychology and behavioural science to marketing. With 25 years in the industry, including 18 in advertising, he has advised brands ranging from Amazon and Google to Coca-Cola, Santander, and Zwift. His expertise spans strategy, media, pricing, and in-store experience.

He is the founder of Astroten (est. 2018), a consultancy that helps organisations solve marketing challenges using behavioural science through consultancy, copywriting, and training.

Richard has written three influential books on applied behavioural science:

1. The Choice Factory (2018) – a bestseller available in 16 languages and winner of the 2019 Business Book Award for sales and marketing

2. The Illusion of Choice (2023) – WH Smith Business Book of the Month

3. Hacking the Human Mind (2025)

He is also an honorary fellow of the IPA and an associate of the Møller Institute at Churchill College, Cambridge University.

Beyond writing and consulting, Richard co-hosts the podcast Behavioural Science for Brands, exploring how leading brands use behavioural science. He is a frequent speaker at major industry events, including Cannes Lions, the Festival of Marketing, DMX, and Advertising Week.