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The Choice Factory

25 Behavioural Biases That Influence What We Buy

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The Choice Factory

By: Richard Shotton
Narrated by: Simon Cole
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About this listen

Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn.

By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behavior is shaped by psychological shortcuts. With a clear focus on 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 entertaining and highly accessible 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 behavioral economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.

©2018 Richard Shotton (P)2018 Richard Shotton Advertising Business Communication Consumer Behaviour & Market Research Marketing Psychology Business Career Behavioural Science Marketing

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Profile Image for Michael McCabe

Essential reading if you want to produce functional marketing

It is a simple and very valuable book for anyone looking for practical insights into how you can get behavioural economics to work for you.

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Profile Image for Ben

A fantastic entry point for learning about biases

A fantastic entry point for learning about biases and how to apply them to real-world situations.

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