Name: The Choice Factory: 25 Behavioural Biases That Influence What We Buy
Brand: Harriman House
SKU: 9780857196095
Price: 1232.0 INR
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The Choice Factory: 25 Behavioural Biases That Influence What We Buy

by Richard Shotton

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ISBN13: 9780857196095
Binding: Paperback
Subject: N/A
Publisher: Harriman House
Publisher Imprint: Harriman House
Publication Date: February 12, 2018
Pages: N/A
Original Price: GBP 14.99
Language: English
Edition: N/A
Item Weight: 363 grams
BISAC Subject(s): Marketing / General, Applied Psychology, and Advertising & Promotion

About The Book

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 The Author

Richard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing.

Richard was Deputy Head of Evidence at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.

He started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before moving into research.

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 The Drum, Campaign, WARC, Admap and Mediatel. He tweets about the latest social psychology findings from the handle @rshotton.

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