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The fascinating science behind consumer choices by Ellen Hammett

The author of a new book examining the behavioural biases that influence what we buy tells Ellen Hammett how advertisers can make their campaigns more effective.

… There are lessons the marketing industry can learn from these disciplines too, and in his new book, The Choice Factory: 25 behavioural biases that influence what we buy, Richard Shotton explains how behavioural science can be applied to advertising and how a few simple tricks can help marketers improve the effectiveness of campaigns and influence what consumers buy.

… From impulsively ordering a slice of billionaire’s shortbread on the way to work, to bidding for a Game of Thrones box-set on eBay, Shotton – who spends his working days at Manning Gottlieb OMD as their deputy head of evidence, and who regular readers might recognise as a long-standing contributor to Newsline – follows a single person over one day and unpicks 25 key decisions they make – each of which can be explained with what social psychologists call a classic bias.

So what can brands, marketers and agencies learn from these biases?

Find out more and read the article here:

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