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The Choice Factory
- 25 Behavioural Biases That Influence What We Buy
- Narrated by: Simon Cole
- Length: 5 hrs and 1 min
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Publisher's Summary
Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn.
By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behavior is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns, and his own original research.
The Choice Factory is entertaining and highly accessible 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 behavioral economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.
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What listeners say about The Choice Factory
Average Customer RatingsReviews - Please select the tabs below to change the source of reviews.
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Overall
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Performance
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- Michael McCabe
- 11-08-2019
Essential reading if you want to produce functional marketing
It is a simple and very valuable book for anyone looking for practical insights into how you can get behavioural economics to work for you.
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Overall
- Ben
- 09-06-2022
A fantastic entry point for learning about biases
A fantastic entry point for learning about biases and how to apply them to real-world situations.
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