AUDIOBOOK
About
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 and a half 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. Every day we make hundreds of choices. These choices might feel like they are freely made, but psychologists have shown that subtle changes in the way the products are positioned can radically change how customers behave. The Illusion of Choice identifies the 16 ½ most important psychological biases that anyone in business needs to be aware of.
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.
He tweets about the latest social psychology findings from the handle @rshotton. 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. 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. 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. 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. Richard's approach to the world and to consumers is both radically different and incredibly scientific. Marketing is usually more about magic than science, but Richard shows us where to find the science and how to apply it to improve every element of our business. His first book, The Choice Factory, is one of my all-time favourites, and The Illusion of Choice is just as good. If you really want to understand your customers then this book is a must. The Illusion of Choice explains lesser-known research in an easy-to-read manner to give consumers and businesses insights into how products persuade. The Illusion of Choice is provocative and practical. Shotton utilises the best of behavioural science to demonstrate surprising ways you can improve your bus
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 and a half 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. Every day we make hundreds of choices. These choices might feel like they are freely made, but psychologists have shown that subtle changes in the way the products are positioned can radically change how customers behave. The Illusion of Choice identifies the 16 ½ most important psychological biases that anyone in business needs to be aware of.
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.
He tweets about the latest social psychology findings from the handle @rshotton. 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. 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. 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. 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. Richard's approach to the world and to consumers is both radically different and incredibly scientific. Marketing is usually more about magic than science, but Richard shows us where to find the science and how to apply it to improve every element of our business. His first book, The Choice Factory, is one of my all-time favourites, and The Illusion of Choice is just as good. If you really want to understand your customers then this book is a must. The Illusion of Choice explains lesser-known research in an easy-to-read manner to give consumers and businesses insights into how products persuade. The Illusion of Choice is provocative and practical. Shotton utilises the best of behavioural science to demonstrate surprising ways you can improve your bus