The Choice Factory: 25 behavioural biases that influence what we buy - Softcover

Shotton, Richard

Softcover

ISBN 10: 085719609X ISBN 13: 9780857196095

Publisher: Harriman House, 2018

Synopsis

Winner of the Sales and Marketing Category at the 2019 Business Book Awards. Voted #1 in the BBH World Cup of Advertising Books, 2018. If you are in the business of influencing decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. Taking us through a typical day of decisions, from trivial food choices to life-changing career moves, The Choice Factory explores how our behaviour is shaped by psychological shortcuts. The focus throughout is the marketing potential of knowing what makes us tick. Shotton draws not only on academia, but also on analysis of ad campaigns and his own original research, supporting his discussion with insights from some of the smartest thinkers in advertising. The Choice Factory is an entertaining and highly-accessible read, with 25 short chapters, each addressing a cognitive bias and outlining easy ways to apply it to your own business challenges. Dip in or read cover to cover and you’ll be full of new ideas, ready to crack any brief.

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.

About this title

About the Author

Richard 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.

Edition details

• Publisher: Harriman House
• Publication date: 2018
• ISBN 10: 085719609X
• ISBN 13: 9780857196095
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 202