The Choice Factory 25 behavioural biases that influence what we buy 1st edition by Richard Shotton – Ebook PDF Instant Download/Delivery:085719609X, 9780857196095
Product details:
ISBN 10: 085719609X
ISBN 13: 978-0857196095
Author: Richard Shotton
Winner of the Sales and Marketing Category at the 2019 Business Book Awards. Voted #1 in the BBH World Cup of Advertising Books, 2018. If you are in the business of influencing decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. Taking us through a typical day of decisions, from trivial food choices to life-changing career moves, The Choice Factory explores how our behaviour is shaped by psychological shortcuts. The focus throughout is the marketing potential of knowing what makes us tick. Shotton draws not only on academia, but also on analysis of ad campaigns and his own original research, supporting his discussion with insights from some of the smartest thinkers in advertising. The Choice Factory is an entertaining and highly-accessible read, with 25 short chapters, each addressing a cognitive bias and outlining easy ways to apply it to your own business challenges. Dip in or read cover to cover and you’ll be full of new ideas, ready to crack any brief.
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.
Table of contents:
1 The Fundamental Attribution Error 7
2 Social Proof 15
3 Negative Social Proof 21
4 Distinctiveness 27
5 Habit 33
6 The Pain of Payment 41
7 The Danger of Claimed Data 49
8 Mood 57
9 Price Relativity 63
10 Primacy Effect 71
11 Expectancy Theory 77
12 Confirmation Bias 83
13 Overconfidence 89
14 Wishful Seeing 95
15 Media Context 105
16 The Curse of Knowledge 111
17 Goodhart’s Law 117
18 The Pratfall Effect 123
19 Winner’s Curse 131
20 The Power of the Group 137
21 Veblen Goods 141
22 The Replicability Crisis 147
23 Variability 153
24 Cocktail Party Effect 159
25 Scarcity 167
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