{"product_id":"choice-factory-25-behavioural-biases-that-influence-what-we-buy","title":"Choice Factory: 25 Behavioural Biases That Influence What We Buy","description":"\u003cp\u003e\u003cb\u003eVoted #1 in the BBH World Cup of Advertising Books, 2018\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eWinner of the Sales and Marketing Category at the 2019 Business Book Awards\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eBefore you can influence decisions, you need to understand what drives them. \u003ci\u003eThe Choice Factory\u003c\/i\u003e is an essential read for anyone who wants to learn. \u003cp\u003e\u003c\/p\u003eBy 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, Richard Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. \u003cp\u003e\u003c\/p\u003e\u003ci\u003eThe Choice Factory\u003c\/i\u003e 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. \u003cp\u003e\u003c\/p\u003eFrom 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. \u003cp\u003e\u003c\/p\u003e\u003ci\u003eThe Choice Factory\u003c\/i\u003e is the new advertising essential.","brand":"Richard Shotton","offers":[{"title":"Paperback","offer_id":47277506134252,"sku":"9780857196095","price":19.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0684\/1791\/3068\/files\/9780857196095.jpg?v=1770235510","url":"https:\/\/intl.allstora.com\/products\/choice-factory-25-behavioural-biases-that-influence-what-we-buy","provider":"Allstora","version":"1.0","type":"link"}