The Choice Factory: 25 behavioural biases that influence what we buy
Before you’ll influence decisions, you want to remember what drives them. In The Choice Factory, Richard Shotton sets out that can assist you learn.
By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focal point at the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research.
The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each and every addressing a cognitive bias and outlining simple how one can use it on your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with one of the vital smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.
From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing.
The Choice Factory is the new advertising essential.
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