Book club image: http://www.marketingsociety.com/sites/default/files/styles/reception-landing-large/public/thelibrary/richard-shotton-choice-factory.jpg?itok=DuS2qPpp Sub Header: Giles Lury reviews Richard Shotton’s book Read more at http://www.marketingsociety.com/the-library/choice-factory-%E2%80%93-25-behavioural-biases-influence-way-we-buy-book-review#tjzySiHYzBQruOId.99

I think it’s well worth a read.

… One of my favourite chapters is about the power of personalisation, which is often ascribed to the fact that our subconscious deals with most of our sensory input and only a fraction is consciously processed and one way in which the brain selects what is worthy of conscious attention is personal relevance. It is liked to when in the midst of a noisy party your ears prick up when you hear your name being mentioned – the cocktail party effect.

Read more at http://www.marketingsociety.com/the-library/choice-factory-%E2%80%93-25-behavioural-biases-influence-way-we-buy-book-review#tjzySiHYzBQruOId.99