The choice factory : how 25 behavioural biases influence the products we decide to buy
Shotton, Richard2018
Books
Before you can influence decisions, you need to understand what drives them. In this book, 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. Each of the 25 short chapters addresses a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.
Main title:
The choice factory : how 25 behavioural biases influence the products we decide to buy / by Richard Shotton.
Author:
Shotton, Richard, author
Imprint:
Petersfield, Hampshire : Harriman House, 2018.
Collation:
xiii, 202 pages ; 22 cm
Notes:
Includes bibliographical references and index.
Audience:
Specialized.
ISBN:
9780857196095 (pbk. :)
Language:
English
BRN:
2235724
More Information: