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

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.