The Choice Factory: 25 behavioural biases that influence what we buy. This item is unavailable.The Choice Factory: 25 behavioural biases that influence what we buy

Uncover the psychological shortcuts that shape every decision you make – and learn how to use them in business.

Voted #1 in the BBH World Cup of Advertising Books
Winner of the Sales and Marketing Category at the Business Book Awards

Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn.

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

Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.

Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing.

'Actionable, memorable and powerful' – Seth Godin, bestselling author of This is Marketing

Richard Shotton began his career in marketing twenty-one years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.

Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. The Choice Factory was voted best sales and marketing book of the year at the Business Book Awards. It was a #1 bestseller on Amazon, has sold 100,000+ copies and is now available in 15 languages. He built upon this book in The Illusion of Choice and is the co-author of Hacking the Human Mind.

In 2021 Richard was made an honorary lifetime fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University.