This week on Standard Deviations with Dr. Daniel Crosby, Dr. Crosby is joined by Richard Shotton. Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioral science to advertising. Richard started his career as a media planner 18 years ago, working on accounts such as Coke, Lexus, and comparethemarket, before specializing in applying behavioral science to business problems. He is the founder of Astroten, a consultancy that applies behavioral science to marketing. He regularly runs training sessions with brands, big and small, using insights from behavioral science to help solve their problems. He tweets about the latest social psychology findings from the handle @rshotton.