Hello people of podcast land. Welcome back to modern wisdom. I guess today is Richard

Shotten. He's a behavioral science expert and the founder of Astro 10.

Behavioral science is one of those really interesting...

That's the end of my Pomodoro. I'm going to keep going. Thank you. Be focusprop.

Behavioral science is one of those fascinating areas that I absolutely love to talk about.

All of us are completely at the mercy of our own biases on a daily basis. So, learning

about them, even if you can't stop them from happening, is just a hilarious insight

into the way that our minds work. So, today, expect to learn.

What is the reason that restaurants don't put pound signs in front of their prices? Why

do marketing campaigns with huge floors end up winning the market over? How does increasing

wait times on comparison sites actually improve customer buy-in? And why do budget airlines

reduce quality of experience to improve trust? Also, you're going to get to find out

what the word nine-enders means in a marketing sense. That's a real term, nine-enders.

This episode is fantastic. I absolutely loved it. Richard, you're a legend and a gentleman.

Thank you so much for coming on. Rory Sutherland's Psychology in the World of Advertising, episode

49 is a perfect complement to this, if you enjoy it. But for now, please welcome the

wise and wonderful Mr. Richard Shotten.

I am joined by Richard Shotten, founder of Astro10 and author of The Choice Factory.

Richard, welcome to the show. Hi, good to meet you, Chris. Fantastic to have you on.

Just before we started, you told me that Astro10, your company, is actually the wrong name

for itself. Can you explain what's happened there? It is the wrong name. So, I set it up

last August and I was on a holiday and it was getting to the stage where I just needed

...