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The Choice Factory: 25 behavioural biases that influence what we buy by [Richard Shotton]
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The Choice Factory: 25 behavioural biases that influence what we buy Kindle Edition

4.7 out of 5 stars 368 ratings

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Length: 221 pages Word Wise: Enabled Enhanced Typesetting: Enabled
Page Flip: Enabled Language: English

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The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own. Ian Leslie, author of Born Liars and Curious
 
The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own. Ian Leslie, author of Born Liars and Curious
Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry. Phil Barden, author of Decoded: The Science Behind Why We Buy
 
Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining. Dominic Mills, ex-editor of Campaign
 
Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you - using simple words and examples that real people can understand. Dave Trott, ex-creative director, weekly columnist in trade journal, Campaign, and author of three books on advertising (Predatory Thinking, Creative Mischief, 1+1=3)
 
In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing. Mark Ritson, weekly columnist for Marketing Week and Professor at Melbourne Business School
 
A top class guide for those who want to put BE to work, rather than just illuminate their journey to work. Mark Earls, author of Herd
 
If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you – is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don't have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers. Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters
 
--This text refers to the paperback edition.

Product details

  • ASIN : B079DPPFBC
  • Publisher : Harriman House; 1st edition (12 February 2018)
  • Language : English
  • File size : 405 KB
  • Text-to-Speech : Enabled
  • Enhanced typesetting : Enabled
  • X-Ray : Enabled
  • Word Wise : Enabled
  • Print length : 221 pages
  • Customer Reviews:
    4.7 out of 5 stars 368 ratings

Customer reviews

4.7 out of 5 stars
4.7 out of 5
368 global ratings
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Top review from Australia

Reviewed in Australia on 13 January 2019
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Top reviews from other countries

Mr. M. K. Egan
5.0 out of 5 stars A joy to read
Reviewed in the United Kingdom on 15 March 2018
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18 people found this helpful
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Marc
5.0 out of 5 stars Game Changing - Future Award-Winning Book?
Reviewed in the United Kingdom on 20 June 2020
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5.0 out of 5 stars Game Changing - Future Award-Winning Book?
Reviewed in the United Kingdom on 20 June 2020
As a Chartered Marketer, with c.25 years-experience in Marketing & Consultancy, as a Board Member of an Olympic Sport and as a University Lecturer teaching about Marketing and Strategy, I love it when books come along that make you ‘Think Different’, by sharing insights and knowledge that is not only entertaining, but exceptionally well, supported with many useful examples and nuggets from practice and academic research.

If you DO NOT want to learn, then I would recommend that you do not read this book.

If, however, you want to learn all about biases that impact upon individuals, organisations, marketing and marketing communications, dive right in.

I was so fascinated with the book, that it only took me a few days to read cover to cover – whilst at the same time reviewing some of the journal papers that are introduced.

The concepts discussed in individual chapters include The Fundamental Attribution Error, Social Proof, Negative Social Proof, Distinctiveness, Habit (Disrupt this), The Pain of Payment, The Danger of Claimed Data, Mood, Price Relativity, Primacy Effect, Expectancy Theory, Confirmation Bias, Overconfidence, Wishful Seeing, Media Context, The Curse of Knowledge, Goodhart’s Law, The Pratfall Effect, Winners Curse, The Power of the Group, Veblen Goods, The Replicability Crisis, Variability, Cocktail Party Effect and Scarcity as well as the Bystander effect.

Even if you have experience of these concepts, some of the insights also help you think about different examples too, which link to your areas of interest.

Be willing to learn why Peroni can help sell more Carlsberg or Budweiser, or why football fans may even struggle to remember which beer brands are sponsoring the games they are watching or the teams they support. And then, if you are watching football or sport, why the pubs, cafes, restaurants, off-licences, or supermarkets hope that you have not brought cash. Similarly, if you are drinking coffee or soft beverages, are you noticing if the coffee is costing you £74/Kg, or why a smaller, funny tasting drink is costing you a lot more than drinking Coca-Cola (simply because it tastes funny).

I cannot recommend this book more highly to any of my students, friends and colleagues interested in learning about things that are not always obvious.

When the World Zigs – Zag!
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6 people found this helpful
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A. J. Willshire
5.0 out of 5 stars Excellent introduction to behavioural science for marketers
Reviewed in the United Kingdom on 14 May 2018
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5 people found this helpful
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greatbrit
5.0 out of 5 stars Accessible great little read with lots to think about!
Reviewed in the United Kingdom on 27 August 2020
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2 people found this helpful
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dustspeck
5.0 out of 5 stars One of the best cognative bias books out there
Reviewed in the United Kingdom on 30 March 2021
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