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Book Review: The Choice Factory, by Richard Shotton

If you follow marketing or market research, you will probably have at least heard of behavioural science. At the heart of this field is the premise that people don’t think deeply about every decision they make. They take mental shortcuts in order to make quick decisions without much effort. This works for us most of the time, but these shortcuts are prone to bias.

The Choice Factory takes us on an anecdote laden tour of some of the most common biases that affect people as they go about their daily business.

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