UP367 Biased! Fans, Decisions and The Illusion of Choice

Richard Shotton, author of 'The Illusion of Choice,' joins Richard to talk about how the findings of behavioural science apply the sports market. We make hundreds of decisions every day. What club to support, what subscription to keep and how much is too much to pay for a match ticket? These decisions may 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. The Illus...