000			01692nam a22002057a 4500
999			_c757 _d757
005			20211113115446.0
008			201112b ||||| |||| 00| 0 eng d
020			_a9780857196095
082			_a658.8342 _bSHO
100			_aShotton, Richard _91849
245			_aThe choice factory: 25 behavioural biases that influence what we buy
260			_bHarriman House Ltd. _aLondon _c2018
300			_axiii, 202 p.
365			_aINR _b1650.00
520			_aBefore 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.
650			_aConsumer behavior _9368
650			_aConsumers--Attitudes _91502
650			_aDecision making _9401
942			_2ddc _cBK