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 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.
Media coverage
From AdWorld:
Richard Shotton, author of a new book called The Illusion of Choice is the guest speaker at the next IAPI Media Matters event on April on April 5th in TU Dublin. Shotton’s latest publication identifies the 16½ most important psychological biases that everyone in advertising industry needs to be aware of today – and shows… Read more »
From The Media Leader:
The book is a treasure trove of wonderfully articulated ideas which are very neatly linked to marketing. There’s never too much detail, and never not enough; rather just the right amount of scientific evidence is offered such that the points made are convincing yet comprehensible and not overly academic. It really is perfectly pitched. Full… Read more »
From Ad News:
Richard Shotton has a new book, The Illusion of Choice, psychological biases that influence what we buy, a follow up to the bestselling The Choice Factory from 2019. Every day we make hundreds of choices: which shampoo to pick; how much to spend on a bottle of wine; whether to renew a subscription. These decisions… Read more »
From Marketing.ie:
Behavioural psychologist Richard Shotton has been invited by the Institute of Advertising Practitioners in Ireland (IAPI) to discuss his new book, The Illusion of Choice, at an event. The book expands on themes from his previous title, The Choice Factory, and identifies the 16½ most important psychological biases that everyone in advertising should know. It… Read more »
From Sweathead:
Five years ago this week (February 25, 2018-2023), I published the first episode of Sweathead. Richard Shotton was my first interview. So I’ve called him back for two episodes this week. In this episode, we discuss Richard’s new book “The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy”.
From :
The Illusion of Choice by Richard Shotton The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of to win customers, retain customers and sell more. Harriman House | Pub Date: 28 Mar | Nonfiction
Published: | 28/03/2023 |
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Pages: | 216 |
Formats: | paperback - ISBN 9780857199744 ebook - ISBN 9780857199751 |
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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