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The Illusion of Choice, an antidote to transactional marketing

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 might feel like they’re freely made but psychologists have shown that subtle changes in the way the choices are framed can radically change how we behave.

In The Illusion of Choice, Shotton draws on academic research, advertising campaigns and his own original studies for a practical guide that focuses on the point where marketing meets the mind of the customer.

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