Richard Shotton – författare

Uncover the psychological shortcuts that shape every decision you make – and learn how to use them in business.Voted #1 in the BBH World Cup of Advertising BooksWinner of the Sales and Marketing Category at the Business Book AwardsBefore 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, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research.Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing.'Actionable, memorable and powerful' – Seth Godin, bestselling author of This is Marketing

'This book will make you better at your job' – Jonah Berger, bestselling author of ContagiousDiscover the psychological biases that shape every buying decision – and how to use them in business.Every day we make hundreds of choices, many of them commercial.What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.In The Illusion of Choice, Richard Shotton, author of the acclaimed The Choice Factory, identifies the 16 and a half most important psychological biases that everyone in business needs to be aware of. Drawing on academic research, advertising campaigns and his own original field studies, he shows how any business can utilise these biases to win and retain customers, sell more products and make money.In this fascinating and highly practical guide, you'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more.Full of marketing insights, The Illusion of Choice is essential for anyone seeking to understand consumer behaviour.