Synopsis
The compelling new book by Richard Shotton, author of The Choice Factory.
Every day, people make hundreds of choices.
Many of these are 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.
The Illusion of Choice identifies the 16¬O most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these to win customers, retain customers and sell more.
Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.
You'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more.
You simply cannot afford to miss The Illusion of Choice.
Details
28 March 2023
9780857199744About the author
Richard began his career in marketing twenty-one years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.
Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. The Choice Factory was voted best sales and marketing book of the year at the Business Book Awards. It was a #1 bestseller on Amazon and is now available in 12 languages.
In 2021 Richard was made an honorary lifetime fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University.
Reviews
No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern marketing.Rory Sutherland, author of Alchemy, vice-chairman of Ogilvy
This book will make you better at your job. If you’re trying to get your head around behavioural science, or how to apply it, look no further – Shotton has done all the hard work for you. Keep a copy within arm’s reach – you’ll be coming back to it time and again.Jonah Berger, marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious
People behave in surprising ways, often driven by cognitive biases. The Illusion of Choice is a straightforward and practical guide to these biases and how to apply them. An essential read for every marketing professional.Matthew Syed, Olympian and author of Black Box Thinking
Some books are designed to be impressive, written in complicated jargon. This book is designed to be useful, surprising, and practical, which is why it’s written in plain English. Those other books look good on the bookshelf or behind your head on Zoom calls. This book you’ll actually use.Dave Trott, creative director, columnist at Campaign and multiple agency founder
Books by Richard Shotton
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