The Choice Factory: The award-winning guide to behavioural science and marketing
Feb 2018 · Pan Macmillan
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About this ebook
Uncover the psychological shortcuts that shape every decision you make – and learn how to use them in business.
Voted #1 in the BBH World Cup of Advertising Books
Winner of the Sales and Marketing Category at the 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, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research.
Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.
Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing.
'Actionable, memorable and powerful' – Seth Godin, bestselling author of This is Marketing
Voted #1 in the BBH World Cup of Advertising Books
Winner of the Sales and Marketing Category at the 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, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research.
Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.
Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing.
'Actionable, memorable and powerful' – Seth Godin, bestselling author of This is Marketing
Uncover the psychological shortcuts that shape every decision you make – and learn how to use them in business.
Voted #1 in the BBH World Cup of Advertising Books
Winner of the Sales and Marketing Category at the Business Book Awards
Before you can influence decisions, you need to understand wh...
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Ratings and reviews
1 review
Zachariah Brough
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December 9, 2019
An excellent read. I had little knowledge of behavioural science and found it easy to follow. Strikes a good balance between giving enough detail to help understanding, but not giving too much to the point where it overwhelms the reader. This makes it suitable for a wide audience and I would thoroughly recommend this book to anyone with an interest/career in marketing.
1 person found this review helpful
About the author
Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas in The Illusion of Choice and is the co-author of Hacking the Human Mind.
Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales a...
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