The choice factory: 25 behavioural biases that influence what we buy

By:

Shotton, Richard

Material type: Text

TextPublication details: Harriman House Ltd. London 2018Description: xiii, 202 pISBN:

9780857196095

Subject(s):

DDC classification:

658.8342 SHO

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 behaviour 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 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.

List(s) this item appears in: Marketing | Operation & quantitative Techniques

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8342 SHO (Browse shelf(Opens below))	1	Checked out	03/03/2025	001008

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.8342 SCH Consumer behavior	658.8342 SCH Consumer behavior	658.8342 SHA Consumer behavior: a managerial perspective	658.8342 SHO The choice factory: 25 behavioural biases that influence what we buy	658.8342 SMI Inspiring green consumer choices:	658.8342 SOL Consumer behavior: buying, having and being	658.8342 SOL Consumer behavior: buying, having and being	Next

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 behaviour 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 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.

There are no comments on this title.

to post a comment.