The choice factory

25 behavioural biases that influence what we buy

The choice factory

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Editorial: Harriman House Publishing
Fecha de la edición:
Lugar de la edición: Peterfield. Reino Unido
Encuadernación: Rústica
Medidas: 22 cm
Nº Pág.: 218
Idiomas: Inglés


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Resumen del libro

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.


Distribución comercial

por varios autores

Distribución comercial

pvp.150.00 €

Es este un libro único en el que la diversidad de temas, enfoques, estilos, datos y opiniones, lógica decantación del nivel y diversidad de los autores implicados, asegura el resultado buscado: una obra que sea ...