Ales News from the World

The Choice Factory

Richard Shotton, author of The Choice Factory, in this interesting video-presentation illustrates some learning from behavioral science to improve the effectiveness of communication.

We found particularly interesting the learning related to the art of influencing a change of behavior that, in addition to motivation, would have a lot to do with the ability to make the change easy, simplifying it as much as possible; this is because any difficulties that a person encounters in implementing a change do not complicate and hinder the adoption of impulse, imply reflection and therefore its possible questioning.


Retailers have a major challenge ahead of them and behavioural science can provide us with important stimuli to support them!

People are very sensitive to the value of other people's experiences: retailers will need to encourage sharing the shopping experience, reviews, publishing the number of visitors as they increase, to re-qualify the physical shopping experience through direct example.

Human beings have an evolutionary fear of the unknown that has shaped our brain to be cautious, which is why it is important to reassure customers by all means what to expect when they arrive at the store, giving them tools to filter the offer and know where to find the product in the point of sale.


An interesting campaign in the UK by the KFC chain specializing in fried chicken that to announce the reopening focuses on a new message and gives prominence to its consumers invited with a social initiative #RateMyKFC to make their own versions of its plate of chicken wings.

They have collected hundreds of tweets and a very high involvement rate.

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