{"product_id":"the-choice-factory-25-behavioural-biases-that-influence-what-we-buy-9780857196095","title":"The Choice Factory: 25 Behavioural Biases That Influence What We Buy","description":"\u003cp\u003eWinner 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003ci\u003eThe Choice Factory\u003c\/i\u003e 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. \u003cp\u003e\u003c\/p\u003eFrom 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. \u003cp\u003e\u003c\/p\u003e\u003ci\u003eThe Choice Factory\u003c\/i\u003e is the new advertising essential.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=AUTH-11449197\"\u003eRichard Shotton\u003c\/a\u003e\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Harriman House\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 02\/12\/2018\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 202\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.80lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.40h x 5.50w x 0.70d\u003cbr\u003e\u003cb\u003eISBN13:\u003c\/b\u003e 9780857196095\u003cbr\u003e\u003cb\u003eISBN10:\u003c\/b\u003e 085719609X\u003cbr\u003e\u003cb\u003eBISAC Categories:\u003c\/b\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS043000\"\u003eMarketing | General\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-PSY\"\u003ePsychology\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-PSY003000\"\u003eApplied Psychology\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS002000\"\u003eAdvertising \u0026amp; Promotion\u003c\/a\u003e\u003cbr\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eRichard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eRichard was Deputy Head of Evidence at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards. \u003cp\u003e\u003c\/p\u003eHe started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before moving into research. \u003cp\u003e\u003c\/p\u003eRichard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavioural experiments he runs for titles such as The Drum, Campaign, WARC, Admap and Mediatel. He tweets about the latest social psychology findings from the handle @rshotton.","brand":"Harriman House","offers":[{"title":"Default Title","offer_id":48459635491053,"sku":"9780857196095","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0550\/8097\/6621\/files\/img_b60c2e95-c9ea-4e34-9a18-49273dbf733e.jpg?v=1753643940","url":"https:\/\/sureshotbooks.com\/products\/the-choice-factory-25-behavioural-biases-that-influence-what-we-buy-9780857196095","provider":"SureShot Books Publishing LLC","version":"1.0","type":"link"}