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The Choice Factory: 25 behavioural biases that influence what we buy (English Edition) di [Richard Shotton]

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The Choice Factory: 25 behavioural biases that influence what we buy (English Edition) Formato Kindle

4,6 su 5 stelle 660 voti

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Descrizione prodotto


"This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy - and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is." --Rory Sutherland, columnist for The Spectator and Executive Creative Director, Ogilvy One

"Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you - using simple words and examples that real people can understand." --Dave Trott, creative director, author of Predatory Thinking and founder of three creative agencies

"In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing. --Mark Ritson, columnist for
Marketing Week and Professor at Melbourne business school

"Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical." --Seth Godin, author of All Marketers are Liars

"Comprehensive, compelling and immensely practical, the Choice Factory brings the building blocks of behaviour change together in one place." --Richard Huntington, Chairman & Chief Strategy Officer, Saatchi & Saatchi

"A top-class guide for those who want to put BE to work, rather than just illuminate their journey to work." --Mark Earls, author of

"A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising.
The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions. Synthesizing a vast body of research, live experiments and numerous examples, he shows that there is a bias for every occasion and how to use them as tools to craft better communications." --Faris Yakob, author of Paid Attention

"Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry." --Phil Barden, author of
Decoded: The Science Behind Why We Buy

"Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining." --Dominic Mills, ex-editor of

"If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you - is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don't have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers." --Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters

"At last someone has written a commonsense, practical guide to using behavioural science to sell things. It is backed by lots of research and working examples drawn from the author's own experience and his encyclopedic knowledge of the industry. In short, this is a classic advertising textbook in the making." --Steve Harrison, British copywriter, creative director and author

"This beautifully written book brings to life the counter-intuitive ways in which we make our everyday decisions." -- Jules Goddard, Fellow, London Business School. "The Choice Factory is a fun easy read packed with sound research that marketers can apply to their businesses immediately." --Nir Eyal, author Hooked: How to Build Habit-Forming Products
--Questo testo si riferisce alla paperback edizione.


<p>Richard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing.<br><br>Richard was Deputy Head of Evidence at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.<br><br>He started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and, before moving into research.<br><br>Richard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavioural experiments he runs for titles such as The Drum, Campaign, WARC, Admap and Mediatel. He tweets about the latest social psychology findings from the handle @rshotton.</p> --Questo testo si riferisce alla paperback edizione.

Dettagli prodotto

  • ASIN ‏ : ‎ B079DPPFBC
  • Editore ‏ : ‎ Harriman House; 1st edizione (12 febbraio 2018)
  • Lingua ‏ : ‎ Inglese
  • Dimensioni file ‏ : ‎ 875 KB
  • Da testo a voce ‏ : ‎ Abilitato
  • Screen Reader ‏ : ‎ Supportato
  • Miglioramenti tipografici ‏ : ‎ Abilitato
  • X-Ray ‏ : ‎ Abilitato
  • Word Wise ‏ : ‎ Abilitato
  • Memo ‏ : ‎ Su Kindle Scribe
  • Lunghezza stampa ‏ : ‎ 203 pagine
  • Recensioni dei clienti:
    4,6 su 5 stelle 660 voti

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Recensioni clienti

4,6 su 5 stelle
4,6 su 5
660 valutazioni globali

Recensioni migliori da Italia

Ci sono 0 recensioni e 17 valutazioni dall'Italia

Le recensioni migliori da altri paesi

Mr. M. K. Egan
5,0 su 5 stelle A joy to read
Recensito nel Regno Unito 🇬🇧 il 14 marzo 2018
19 persone l'hanno trovato utile
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5,0 su 5 stelle Game Changing - Future Award-Winning Book?
Recensito nel Regno Unito 🇬🇧 il 19 giugno 2020
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5,0 su 5 stelle Game Changing - Future Award-Winning Book?
Recensito nel Regno Unito 🇬🇧 il 19 giugno 2020
As a Chartered Marketer, with c.25 years-experience in Marketing & Consultancy, as a Board Member of an Olympic Sport and as a University Lecturer teaching about Marketing and Strategy, I love it when books come along that make you ‘Think Different’, by sharing insights and knowledge that is not only entertaining, but exceptionally well, supported with many useful examples and nuggets from practice and academic research.

If you DO NOT want to learn, then I would recommend that you do not read this book.

If, however, you want to learn all about biases that impact upon individuals, organisations, marketing and marketing communications, dive right in.

I was so fascinated with the book, that it only took me a few days to read cover to cover – whilst at the same time reviewing some of the journal papers that are introduced.

The concepts discussed in individual chapters include The Fundamental Attribution Error, Social Proof, Negative Social Proof, Distinctiveness, Habit (Disrupt this), The Pain of Payment, The Danger of Claimed Data, Mood, Price Relativity, Primacy Effect, Expectancy Theory, Confirmation Bias, Overconfidence, Wishful Seeing, Media Context, The Curse of Knowledge, Goodhart’s Law, The Pratfall Effect, Winners Curse, The Power of the Group, Veblen Goods, The Replicability Crisis, Variability, Cocktail Party Effect and Scarcity as well as the Bystander effect.

Even if you have experience of these concepts, some of the insights also help you think about different examples too, which link to your areas of interest.

Be willing to learn why Peroni can help sell more Carlsberg or Budweiser, or why football fans may even struggle to remember which beer brands are sponsoring the games they are watching or the teams they support. And then, if you are watching football or sport, why the pubs, cafes, restaurants, off-licences, or supermarkets hope that you have not brought cash. Similarly, if you are drinking coffee or soft beverages, are you noticing if the coffee is costing you £74/Kg, or why a smaller, funny tasting drink is costing you a lot more than drinking Coca-Cola (simply because it tastes funny).

I cannot recommend this book more highly to any of my students, friends and colleagues interested in learning about things that are not always obvious.

When the World Zigs – Zag!
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7 persone l'hanno trovato utile
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5,0 su 5 stelle 25 'light bulb' moments contained within ...
Recensito nel Regno Unito 🇬🇧 il 17 settembre 2022
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5,0 su 5 stelle 25 'light bulb' moments contained within ...
Recensito nel Regno Unito 🇬🇧 il 17 settembre 2022
This is a superb fountain of knowledge, written in a highly accessible form. I’m no academic, but I do have an inquisitive nature as to how psychology and behaviour work together.

Each bias is introduced with a case study / experiment to provide context, followed by a short discussion to aid understanding and then ideas as how to implement. The beauty for me is that it’s written in layman’s terms, so anyone can benefit and each bias is covered in a handful of pages making it easy to dip in and out of.

A must have for any marketer and a great read for anyone who wants to understand better how we ‘tick’.

Find a comfy chair and read on. Looking forward to the next instalment!
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A. J. Willshire
5,0 su 5 stelle Excellent introduction to behavioural science for marketers
Recensito nel Regno Unito 🇬🇧 il 13 maggio 2018
5 persone l'hanno trovato utile
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5,0 su 5 stelle One of the best cognative bias books out there
Recensito nel Regno Unito 🇬🇧 il 29 marzo 2021
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