Voted #1 in the BBH World Cup of Advertising Books, 2018
Winner of the Sales and Marketing Category at the 2019 Business Book Awards
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. Before you can influence decisions, you need to understand what drives them. In The Choice Factory Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. 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. Richard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing.Richard was Deputy Head of Evidence at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.He started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before moving into research.Richard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavioural experiments he runs for titles such as The Drum, Campaign, WARC, Admap and Mediatel. He tweets about the latest social psychology findings from the handle @rshotton. A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions. Synthesizing a vast body of research, live experiments and numerous examples, he shows that there is a bias for every occasion and how to use them as tools to craft better communications. If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you - is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers. Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical. Comprehensive, compelling and immensely practical, the Choice Factory brings the building blocks of behaviour change together in one place. This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy - and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a Haynes Manual is. A top class guide for those who want to put BE to work, rather than just illuminate their journey to work. In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, ho
