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Richard Shotton: Marketers are obsessed with the latest fad. But human nature is remarkably consistent by Adnan Arnautlija

It’s better to base marketing decisions on experiments of Nobel Laureates than on the opinion of the most eloquent person in the board room.

How do we make choices – any choices, all choices? According to various sources, an average adult person makes 35,000 decisions every day, but are all those choices we make actually ours? Or were some of them made for us? And how does marketing industry tap into this decision making?

These are just some of the questions that came to mind when we received the new book The Choice Factory: 25 behavioural biases that influence what we buy, by Richard Shotton, Deputy Head of Evidence at Manning Gottlieb OMD. In the book, Richard brings us much closer to understanding how behavioural science leverages the mechanisms that influence our decision making, and shares tips and tricks that can help advertisers greatly boost the effectiveness of their campaigns.

… after going through the book, and seeing the great feedback from the industry, we warmly encourage you to get your hands on one

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