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The Illusion of Choice

16½ psychological biases that influence what we buy

By Richard Shotton

Paperback £14.99 / $19.99
eBook £11.49 / $14.99
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The Illusion of Choice

16½ psychological biases that influence what we buy

By Richard Shotton

Jacket text

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 16½ 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.

About the author

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.

Published: 28/03/2023
Pages: 216
Formats: paperback - ISBN 9780857199744
ebook - ISBN 9780857199751
Media enquiries

If you’d like to get in touch with the author for interview or comment, or you’d like a review copy of this book, please contact us at pr@harriman-house.com or call +44 (0)1730 233870.

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