The Choice Factory cover art

The Choice Factory

25 Behavioural Biases That Influence What We Buy

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The Choice Factory

By: Richard Shotton
Narrated by: Simon Cole
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About this listen

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 behavior 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 entertaining and highly accessible 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 behavioral economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.

©2018 Richard Shotton (P)2018 Richard Shotton Advertising Business Communication Career Success Consumer Behavior & Market Research Marketing Marketing & Sales Psychology Psychology & Mental Health Business Career Market Analysis Behavioural Science Marketing

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All stars
Most relevant  
Fascinating insight into human beings irrationality delivering real human understanding for business advantage. Highly recommended if you want to innovate and experiment new ideas for your business in the 2020s.

Outstanding...

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Wow, what a great audiobook. It's very easy to listen to. It's useful. Really useful.

So easy to listen to

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Full of practical advice supported by science, a must for Marketing professionals, who really care about human behaviour

Excellent combining science & practice

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Great read with easy, digestible and useful tips for anyone working or interested in communications

good for anyone who enjoyed 'Thinking Fast and Slow' and wanted to learn about some of the theory in practice

Easy listen with good practical examples

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This is a perfect book for anyone new to behavioural science. If you’ve read other behavioural science books from Daniel Kahneman, Dan Ariely, Rory Sutherland etc then a lot is already covered in those books.

Well structured and easy listening makes this a good book!

Perfect if you’re new to Behavioural Science!

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The content is must for all marketers (and their agencies). Shotton writes with clarity and humour; Cole reads it with both those traits too. Although I worked with Shotton 15 years ago, now his voice in my head will eternally sound like Cole. Maybe not a bad thing, as Shotton has said, "the guy reading it is one of my oldest friends". I'm now recommending all my industry contacts listen to this audible version on their daily commute. And maybe, like me they'll have the urge to have a physical book too.

Great listening & I've ordered the physical book

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The 25 behavioural biases are an amazing insight into consumer behviour, taken from studies that the author has conducted, as well as other indepth analysis. Each chapter is concluded with practical ways for the reader to implement these ideas to their own business. If it's good enough for Seth Godin and Rory Sutherland, it's good enough for you. But there's so much data and reference points that, although brilliantly read and written, it's too much to note down withouth rewriting the book. So I will be buying a printed copy too.

Too Good For An Audiobook

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Well researched book that is easy to listen too. Enjoyed the numerous examples included and the practical advice on how to put into action. Recommend +

Deep insight on how our psychology affects everything

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After seeing Richard talk at an event it inspired me to buy his book.
I have been in marketing for fifteen years and wish I have read/listened many years ago. I have also purchased the hard copy as a reference.
Excellent from start to finish. My only issue was it could have been longer but I’m sure that will be the second book :)

If I could give it 6 stars I would

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does exactly what it says on the tin. listened through it once and now planning on a few more times to take notes. Some really good nuggets here especially about web browsers! I'll let you find it in the book!

Great listen.

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