The choice factory

In 'The Choice Factory', Richard Shotton delves into the world of behavioural economics, presenting 25 cognitive biases that shape consumer decisions.

The book is written in an entertaining and highly-accessible format, with each chapter addressing a different bias and providing simple ways to apply it to marketing challenges.

Shotton draws on evidence from academia, real-life ad campaigns, and his own original research, and includes insights from interviews with prominent thinkers in advertising.

The book covers a range of biases, from priming and the pratfall effect to charm pricing and the curse of knowledge, making the science of behavioural economics accessible for marketing applications.