THE CHOICE FAC­TORY: 25 BE­HAVIOURAL BIASES THAT IN­FLU­ENCE WHAT WE BUY

ArabAd - - BOOKS - BY RICHARD SHOTTON

HOW BE­HAV­IORAL SCIENCE CAM BE AP­PLIED TO AD­VER­TIS­ING...

By ob­serv­ing a typ­i­cal day of de­ci­sion-mak­ing, from triv­ial food choices to sig­nif­i­cant work-place moves, 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, Shotton, who is Deputy Head of Ev­i­dence at Man­ning Got­tlieb OMD, the most awarded me­dia agency in the his­tory of the IPA Ef­fec­tive­ness awards, has drawn on ev­i­dence from academia, real-life ad cam­paigns and his own orig­i­nal re­search.

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.

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. "Ac­tion­able, mem­o­rable and pow­er­ful... Shotton has taken the jewels of be­hav­ioral eco­nom­ics and made them prac­ti­cal," wrote Seth Godin, au­thor of All Mar­keters are Liars.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.