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Synopsis
Voted #1 in the BBH World Cup of Advertising Books, 2018
Winner of the Sales and Marketing Category at the 2019 Business Book Awards
Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to 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 focus on the marketing potential of knowing what makes us tick, Richard 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 addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the 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.
"synopsis" may belong to another edition of this title.
About the Author
Richard Shotton is the founder of Astroten, a consultancy the applies behavioural science to marketing. He started his career in marketing 20 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before specialising in the application of behavioural science.
Richard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavioural experiments he runs for titles such as Marketing Week, The Drum, Campaign, Admap and Quartz.
He tweets about the latest social psychology findings from the handle @rshotton.
"About this title" may belong to another edition of this title.
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The Choice Factory: 25 behavioural biases that influence what we buy
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Harriman House Publishing, United Kingdom, Petersfield, 2018
ISBN 10: 085719609X
ISBN 13: 9780857196095
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Paperback. Condition: Very Good. Voted #1 in the BBH World Cup of Advertising Books, 2018 Winner of the Sales and Marketing Category at the 2019 Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to 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 focus on the marketing potential of knowing what makes us tick, Richard 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 addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR009152924
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Choice Factory : How 25 Behavioural Biases Influence the Products We Decide to Buy
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The Choice Factory : 25 Behavioural Biases That Influence What We Buy
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ISBN 10: 085719609X
ISBN 13: 9780857196095
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