The Choice Factory: 25 Behavioural Biases That Influence What We Buy - Softcover

Shotton, Richard

Softcover

ISBN 10: 085719609X ISBN 13: 9780857196095

Verlag: Harriman House, 2018

Inhaltsangabe

Voted #1 in the BBH World Cup of Advertising Books, 2018
Winner of the Sales and Marketing Category at the 2019 Business Book Awards

Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn.

By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Richard Shotton 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, 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.

Über diesen Titel

Über die Autorin bzw. den Autor

Richard Shotton began his career in marketing twenty-one years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.

Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. The Choice Factory was voted best sales and marketing book of the year at the Business Book Awards. It was a #1 bestseller on Amazon and is now available in 15 languages. He built upon this book in The Illusion of Choice (2023) and is the co-author of Hacking the Human Mind (2025).

In 2021 Richard was made an honorary lifetime fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University.

Details zur Ausgabe

• Verlag: Harriman House
• Erscheinungsdatum: 2018
• Sprache: Englisch
• ISBN 10: 085719609X
• ISBN 13: 9780857196095
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 202
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Universal Music Group Gmbh; https://www.universalmusic.com/; ; Winterhuder Weg 27; Hamburg; 22085; Deutschland