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The Choice Factory: 25 Behavioural Biases That Influence What We Buy
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The Choice Factory: 25 Behavioural Biases That Influence What We Buy

4.24  ·  Rating details ·  190 ratings  ·  15 reviews
Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By 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 know ...more
Paperback, 202 pages
Published February 26th 2018 by Harriman House
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4.24  · 
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 ·  190 ratings  ·  15 reviews

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Jun 27, 2018 rated it it was amazing
A guide to the psychological tricks our brains play that influence our opinions, behaviour and spending, with specific advice on how to take advantage of these biases when creating advertising. Well written, and clearly split into 25 different biases, this should be essential reading for anyone in advertising or communications. I wish the author was not so negative about the potential of programmatic advertising - this bias comes through clearly - but I agreed with almost all of his other points ...more
Ed Sellier
Feb 14, 2019 rated it really liked it
Book review 📚‘The label improved the expectation and the expectation improved the taste.’
In THE CHOICE FACTORY Richard Shotton pays homage to the intrepid pioneers of Behavioural Economics, exploring the psychological shortcuts we (as makers of 35,000 daily decisions) take. The book contains 25 tight chapters, each covering a cognitive bias from mood to confirmation, media context to price.
Our long-term psychologies are shaped by decisions we make in auto-pilot and throughout the book you sens
John Griffiths
Jul 17, 2018 rated it really liked it
very thought provoking read which I enjoyed because of the systematic way it groups a whole lot of cognitive biasses together - references academic studies - adds practical surveys carried out by Richard Shotton himself for different ad agencies he has worked for and drops all of them into the framework of a single day of a typical person. Clever - the issue with so much behavioural economics is not being clear about the effect they are looking at and really how powerful it is. The book claims t ...more
Chris Rawlinson
Dec 12, 2018 rated it it was amazing
The Choice factory is essential reading if you have anything to do with advertising or marketing in general. In plane and easy to understand English is shares 25 practical examples of how you can use Behavioural Biases to help give you and your brand or product a competitive edge against the competition. The best thing is these tips more often than not require little to no money, and instead explains how by making small simple changes you can set a path for success. Everyone I know who has read ...more
Jake Goretzki
Jul 30, 2018 rated it really liked it
Shelves: 2018
Simple, refreshingly clear guide to sine of the more obvious BE biases worth knowing (no huge revelations, but nicely summarised). I really like the 'Bloke having a normal day' preamble examples - which mean you could effectively flick back once you're done to remember them all. I also like the Kitty Genovese reveal at the end (no, she didn't survive and become the TV sexologist Dr Ruth, but...turns out the foundation story of Bystander Effect is kinda bullshit).
Davide Lionetti
May 30, 2018 rated it really liked it
I really liked the structure of the book: pretty straightforward explaining the background and possible applications of each of the 25 biases mentioned in this book.
Talking about the biases, some of them are actually very interesting and have a practical application whereas others are a little bit too abstract hence it's not a 5-star for me.
Mar 13, 2018 rated it it was amazing
If you work in advertising or marketing this is a must have, it gives you something practical to apply to your next problem. Besides, who in the persuasion business doesn’t want to know what makes people tick.
Inga Springe
Dec 26, 2018 rated it really liked it
Ja gribas lasīt par nudging, tad šī ir labs, īss, koncentrēts apkopojums no iepriekš izdotām grāmatām. Izskaidro, kā cilvēki pieņem lēmumus. Kas man pietrūkst un ko šobrīd meklēju - kādēļ cilvēki pieņem konkrētos lēmumus? Kā strādā smadzenes un domāšanas loģika? Neesmu vēl atradusi.
Feyzullah Egriboyun
Concise and effective

The book is well organized. It is easy to read. Covers a good range of behavioral biases and the origin of their discovery. Supported by references to academic research. Recommended.
Jason Nash
Dec 02, 2018 rated it really liked it  ·  review of another edition
Practical and easy to follow good examples that you can implement yourself
Akil Henry
Nov 26, 2018 rated it it was amazing
Really insightful book on behavioural economics and the psychology of what makes us purchase. Dispels some myths as well as shedding light on some interesting consumer triggers
Nov 17, 2018 rated it it was amazing  ·  review of another edition
Excellent book if you are into marketing, survey, research or similar fields.
Niklas Laninge
A nice and short format sadly the author has had a hard time keeping dated examples out.
Jul 15, 2018 rated it it was amazing
Great source of condense insights into behavioral science behavioral science and they're application to marketing.
Jun 24, 2018 rated it really liked it  ·  review of another edition
Must read for those dealing with marketing

A good and applications driven summary of biases. Recommended for everyone who wants to know how we decide what we decide and why
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