The Choice Factory (häftad, eng)

Uncover the psychological shortcuts that shape every decision you make – and learn how to use them in business.

Voted #1 in the BBH World Cup of Advertising Books
Winner of the Sales and Marketing Category at the Business Book Awards

Before you can influence decisions, you need to understand what drives themThe Choice Factory is an essential read for anyone who wants to learn.

By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcutsWith a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research.

Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challengesShotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.

Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing.

'Actionable, memorable and powerful' – Seth Godin, bestselling author of This is Marketing