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About
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 them. The 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 shortcuts. With 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 challenges. Shotton 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 A pioneering examination of how to best apply behavioural economics to marketing. Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas in The Illusion of Choice and is the co-author of Hacking the Human Mind.
"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." -Faris Yakob, author of Paid Attention
"Actionable, memorable and powerful . . . Shotton has taken the jewels of behavioral economics and made them practical." -Seth Godin, author of All Marketers are Liars
"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." -Rory Sutherland, columnist for The Spectator and Vice Chairman at Ogilvy UK
"A top class guide for those who want to put BE to work, rather than just illuminate their journey to work." -Mark Earls, author of Herd
"Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry." -Phil Barden, author of Decoded: The Science Behind Why We Buy
"Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you – using simple words and examples that real people can understand." -Dave Trott, ex-creative director, weekly columnist in trade journal Campaign and author of Predatory Thinking
"The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions – including your own" -Ian Leslie, author of Born Liars and Curious
"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. This is a delightful and indispensable read for anyone in marketing, particularly those early in
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 them. The 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 shortcuts. With 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 challenges. Shotton 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 A pioneering examination of how to best apply behavioural economics to marketing. Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas in The Illusion of Choice and is the co-author of Hacking the Human Mind.
"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." -Faris Yakob, author of Paid Attention
"Actionable, memorable and powerful . . . Shotton has taken the jewels of behavioral economics and made them practical." -Seth Godin, author of All Marketers are Liars
"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." -Rory Sutherland, columnist for The Spectator and Vice Chairman at Ogilvy UK
"A top class guide for those who want to put BE to work, rather than just illuminate their journey to work." -Mark Earls, author of Herd
"Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry." -Phil Barden, author of Decoded: The Science Behind Why We Buy
"Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you – using simple words and examples that real people can understand." -Dave Trott, ex-creative director, weekly columnist in trade journal Campaign and author of Predatory Thinking
"The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions – including your own" -Ian Leslie, author of Born Liars and Curious
"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. This is a delightful and indispensable read for anyone in marketing, particularly those early in
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Reviews
"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."
Faris Yakob, author of Paid Attention
"Actionable, memorable and powerful . . . Shotton has taken the jewels of behavioral economics and made them practical."
Seth Godin, author of All Marketers are Liars
"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."
Rory Sutherland, columnist for The Spectator and Vice Chairman at Ogilvy UK