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.
✔ Author(s): Richard Shotton
✔ Title: The Choice Factory: 25 behavioural biases that influence what we buy
✔ Rating : 4.6 out of 5 base on (761 reviews)
✔ ISBN-10: 085719609X
✔ ISBN-13: 9780857196095
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about The Choice Factory by Richard Shotton
Elaine Leonard
What a rollercoaster of emotions! I laughed, cried, and everything in between. The author's ability to evoke such raw feelings is truly commendable. It's a story that will stay with me forever.
Kara Snyder
The themes of resilience and hope resonated deeply with me. This book taught me valuable life lessons that I'll carry with me for years to come.
Laura Hill
The characters in this book felt like old friends, and I was sad to say goodbye to them at the end. It's a testament to the author's talent for creating memorable and relatable personas.
