Today I talked to Richard Chataway about his book The Behaviour Business: How to Apply Behavioural Science for Business Success (Harriman House, 2020). Ever seen the TED talk video on Youtube where Capuchin monkeys get enraged when some receive cucumbers and other monkeys more delicious grapes for completing the same task? Welcome to the inequality basis, whereby a lack of fairness drives all of us crazy. Whether it’s a matter of employees getting different pay for the same job, or consumers feeling like some people get better deals than others, feelings of injustice or disappointment or pride---you name it—drive our behavior. How often is what people say and how they feel and behave identical? Not especially, says my guest this week. Indeed, Richard Chataway would estimate that verbal input might at best get you 50% of the way to understanding how somebody might behave in actuality. Other topics covered in this episode include why inspiring disgust helped an anti-smoking campaign do so well and how Hilton Hotels leveraged the use of the Big Five personality model to increase clicks and shares online. Richard Chataway is the CEO of BVA Nudge Consulting UK and the founder of the Communication Science Group. Clients have included: Lloyds Banking Group, Google, and IKEA. He’s also a former board member of the Association of Business Psychology in the UK. Dan Hill, PhD, is the author of nine books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). His new book is Blah, Blah, Blah: A Snarky Guide to Office Lingo. To check out his related “Dan Hill’s EQ Spotlight” blog, visit https://emotionswizard.com. Learn more about your ad choices. Visit megaphone.fm/adchoices Support our show by becoming a premium member! https://newbooksnetwork.supportingcast.fm/psychology