Many of these are commercial: What toothpaste to pick? How much should I spend on a bottle of wine? Should I renew that subscription?

These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted, and marketed can radically alter how customers behave, according to Richard Shotton’s “The Illusion of Choice”.

Our key speaker acclaimed behavioural psychologist and author, Richard Shotton, will walk us through his latest book, The Illusion of Choice. The publication identifies the 16½ most important psychological biases that everyone in advertising industry needs to be aware of today – and shows how any agency and their client can take advantage of these to win customers, retain customers and sell more.

Richard began his career in marketing 21 years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.

Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. The Choice Factory was voted best sales and marketing book of the year at the Business Book

Following Richard’s keynote presentation, moderator Chris Cashen, Managing Partner and Strategy at Mindshare Ireland & IAPI board member, will be speaking to a panel of industry experts on various themes that Richard will raise and that form part of his book on psychological bias.