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

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Richard Shotton

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

Edizione Inglese di Richard Shotton (Autore) Formato: Formato Kindle

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Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn.

By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research.

The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.

From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing.

The Choice Factory is the new advertising essential.

Lunghezza stampa

203 pagine
Lingua

Inglese
Memo

Su Kindle Scribe
Editore

Harriman House
Data di pubblicazione

12 febbraio 2018
Dimensioni file

875 KB
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Descrizione prodotto

Recensione

"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 Herd

"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 Campaign

"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.

L'autore

Richard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing. Richard was Deputy Head of Evidence at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards. He started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before moving into research. 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. --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

Posizione nella classifica Bestseller di Amazon: n. 127,418 in Kindle Store (Visualizza i Top 100 nella categoria Kindle Store)
- n. 211 in Industria e studi di settore (in inglese)
- n. 906 in Psicologia (in inglese)
- n. 1,146 in Industria dei media, dell'informazione e della comunicazione

Recensioni dei clienti:
660 voti

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Richard Shotton

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4,6 su 5

660 valutazioni globali

5 stelle		73%
4 stelle		17%
3 stelle		7%
2 stelle		1%
1 stella		1%

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Mr. M. K. Egan

A joy to read

Recensito nel Regno Unito 🇬🇧 il 14 marzo 2018

Acquisto verificato

I've read a couple of the classic books on behavioural economics ('Thinking, Fast and Slow' by Daniel Kahneman & 'Nudge' by Richard Thaler and Cass Sunstein), and whilst I found elements of those books interesting and they have clearly had a big influence, they were pretty dry and hard-going to read at times.

'The Choice Factory' is the perfect antidote-it's very accessible, easy-to-read and a real page-turner. I can't remember how I first stumbled across Richard Shotton but I have been following him on Twitter for a couple of months and he consistently tweets interesting and educational things which inspired me to purchase this book as soon as it was published.

Within the first five pages I knew the book was special because it's incredibly well-written, it consolidates and simplifies a lot of the experiments I've read about in various books over the years and it taught me some new things. It's also very funny in places-I laughed out loud on more than one occasion.

If you work in advertising/marketing then this book is clearly an essential purchase for you but even if you don't (as I don't), I would recommend this book to anyone as we are all consumers so we can all learn a thing or two from reading this book. If you've never read any books on behavioural economics before then is a great introduction to the subject and I can't wait to work my way through some of the books suggested in the 'Further reading' section at the end of 'The Choice Factory.'

19 persone l'hanno trovato utile

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Marc

Game Changing - Future Award-Winning Book?

Recensito nel Regno Unito 🇬🇧 il 19 giugno 2020

Acquisto verificato

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!

7 persone l'hanno trovato utile

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MR A J HILL

25 'light bulb' moments contained within ...

Recensito nel Regno Unito 🇬🇧 il 17 settembre 2022

Acquisto verificato

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!

2 persone l'hanno trovato utile

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A. J. Willshire

Excellent introduction to behavioural science for marketers

Recensito nel Regno Unito 🇬🇧 il 13 maggio 2018

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This is a great little book, full of interesting nuggets of information and practical suggestions for putting theories into practice.

There are 25 short chapters, each describing a bias exhibited in human behaviour and how they might be exploited in order to create a more effective marketing campaign. Much reference is made to notable advertising campaigns and space is given to leading industry figures to weigh in with their opinions.

This book is also an excellent primer on behavioural science. I had heard of many of the biases before but having them all presented together is really helpful and helps the reader compare and contrast quite readily. While other books go into much more depth on some of the ideas, this conveys essential concepts quickly - ideal if this is your first foray into behavioural science. (If you don't work in marketing, however, you will find it interesting but large chunks may be less relevant)

I've worked in advertising analytics for a decade and I know Richard to be one of the foremost thinkers and practioners in the field. This is apparent throughout because he is able to draw on first-hand experience running experiments, gathering data and planning campaigns. It's also worth following him on Twitter - @rshotton - to benefit from a near-constant stream of ideas or concepts that have crossed his desk. Some people hoard their learning - Richard is extremely generous with his.

(Extremely) Minor quibbles:
As the book progresses, the author describes how each bias might occur in the course of a single day. I found some of these to be slightly contrived in places. Also, because the chapters are self-contained, there can be superfluous repetition, e.g., one industry figure was introduced in almost the same way in two chapters very close to each other.
A slightly larger quibble relates to a well-known study referenced uncritically in a chapter. Given that another study is ruthlessly (and correctly) dissected in the book, I'd have liked to have seen similar analysis across the board.

However, the book entirely succeeds in its aims and I would have no hesitation in recommending it to anyone working in marketing who wishes to understand more about the strange ways that we all behave when it comes to making purchases.

5 persone l'hanno trovato utile

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dustspeck

One of the best cognative bias books out there

Recensito nel Regno Unito 🇬🇧 il 29 marzo 2021

Acquisto verificato

I find the whole area of cognative bias very interesting and so have read a number of books in the area. However, most of them cover the same classic experiments in reverence to the pioneers of the area. This book is different as it is much more a 'how can you use this' rather than a purely 'isn't this interesting' book. The classic experiments are discussed but the author has tried to replicate the ideas with his own experiments. In a similar vein the author is practical in his views about seeing things as nudges rather than needing to shift someone's entire behaviour which was refreshing.

Finally, and its a very small point, it was quite interesting to read an obviously British book just because the location, language and products were all familiar rather than some of the US books which often use less familiar examples.

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

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