'The Business of Choice is a brilliant tour of human behaviour that is of interest way beyond marketing. It has helped me as a Physician - with patients and colleagues alike - particularly in my role driving the behaviour change needed for transition to models of digital health.'--Nicholas Peters, Professor of Cardiology at Imperial College and head of DASH (Devices, Apps, Sensors in Health)<br \><br \>'The Business of Choice is revolutionary. Informed by psychology and neuroscience, and infused with wit, it challenges the very foundations of rationality on which modern marketing is built and invites us to see people as they are - complex, emotional, irrational, human.'--Kofi Amoo-Gottfried, VP of Marketing, DoorDas<br \><br \>'The Business of Choice shines a light on the deep human truths that have driven behavior for millions of years. Incorporate these into your marketing, and the chances are you will be tapping into something truly fundamental for your brand.'--James Hallatt, Senior Vice President, Vemedia Consumer Health Group<br \><br \>'How we human beings make decisions is complex and fascinating, and nobody brings that to life quite like Matthew Willcox. His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. And that's everyone in business.'--Matt Williams, Managing Partner at Brand Federation, Visiting Clinical Professor at William & Mary Raymond A. Mason School of Business<br \><br \>'I found The Business of Choice to be afresh illuminating and entertaining read that helped me reframe how I think about solving my business objectives. As a marketer, the more I understand how and why people make the choices they do, the better chance I have of creating offers or communications that respect people's natural tendencies and desires. Matthew's book is insightful, humorous and actionable.'--Rebecca Van Dyck, Chief Marketing Officer, AR/VR at Facebook<br \><br \>'Matthew Willcox bridges the practical and academic worlds of marketing better than anyone I know. In The Business of Choice, he lucidly explains what marketing practitioners can learn from marketing academics--and vice-versa and makes an excellent case for strengthening the ties between the two disciplines. The result is a fascinating and charming read.'--Adam Alter, Associate Professor of Marketing. NYU Stern School of Business, and New York Times best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave and Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked<br \><br \>'The insights that Matthew brings about how we really make choices are interesting and relevant to anyone working in marketing or selling, but are even more astonishing and invaluable to anyone with the curiosity about the human condition.' --Alan Jope, CEO, Unilever

'There are many great reasons to choose this book, all of which you'll understand better by the time you get to the end of it.' --Mark Barden, Partner, eatbigfish, and author of A Beautiful Constraint

'Understanding how it is that human beings make choices--the complexity of inputs, the evolutionary success factors, and the cognitive processes--makes for fascinating subject matter. Matthew's experience in advertising and his understanding of the science of decision making come together here to make for an insightful and incredibly useful tool.' --Jennifer Sey, CMO Global Brands at Levi's, and one of Forbes' "World's Most Influential CMOs 2019"

Matthew Willcox runs a behavioural science insights and choice architecture consultancy. He is one of the pioneers of the application of behavioral insights to marketing and founded The Institute of Decision Making in 2009 as a bridge between marketers and scientists who study human behaviour.