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The Choice Factory - 25 behavioural biases that influence what we buy (Paperback)
Loot Price: R342
Discovery Miles 3 420
You Save: R117
(25%)
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The Choice Factory - 25 behavioural biases that influence what we buy (Paperback)
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List price R459
Loot Price R342
Discovery Miles 3 420
You Save R117 (25%)
Expected to ship within 12 - 17 working days
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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 knowing
what makes us tick, Shotton has drawn on evidence from academia,
real-life ad campaigns and his own original research. The Choice
Factory 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. From
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. The Choice Factory is the new
advertising essential.
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