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Publisher's Summary

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

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Concise & Precise!

Loved it. the book, unlike many, could be actually been much longer but the author thankfully made a killer job in making these "best practices" ultra practical. loved how how he specified "how to use this..." throughout the book!

1 person found this helpful

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Top 5 business book!

Top five business book I have ever listened to. Highly entertaining, professional and practical... and as a result, highly recommended!

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Great Content

This is a fantastic resource for the soloprenuer! Add this book to your library and revisit for a profitable refresher.

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  • dc
  • 01-13-19

Great Book

Really enjoyed the book. Great stories and research. Took a lot of notes! Would recommend to anyone interested in marketing.

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  • Stephen Conway
  • 01-24-21

Outstanding...

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.

1 person found this helpful

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  • Philip M.
  • 09-14-18

Easy listen with good practical examples

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

1 person found this helpful

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  • Amazon Customer
  • 03-01-22

Excellent combining science & practice

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

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  • Carlos
  • 10-05-20

Perfect if you’re new to Behavioural Science!

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!

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  • Frank Blank
  • 09-14-20

Great book, well read

Interesting marketing stories and backed up by research from many sources. A gem of ideas for any designer or marketer.

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  • Anonymous User
  • 09-26-19

If you are to read only one book

The Choice Factory is both practical and deeply profound due to Richard Shotton's expertise from extensive research as well as from advertising. So, if you are to read only one book that will make you master of behavioural economics I would highly recommend - The Choice Factory

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  • Daren
  • 09-03-19

Simple to understand and super interesting

Enjoyed this book. Easy to read/listen and full of validation. Interesting and essential if you want to grow your business

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  • Ed Goodman
  • 07-23-19

Too Good For An Audiobook

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.

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  • M. Ruth Martin
  • 06-13-19

Every sensible marketer should hear this

Every sensible marketer should hear this and hope that their rival marketers haven’t. Passionately packed with applicable insights, sensible analysis and healthy skepticism where necessary.

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  • D P House
  • 04-04-19

If I could give it 6 stars I would

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 :)

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  • Michael McCabe
  • 08-11-19

Essential reading if you want to produce functional marketing

It is a simple and very valuable book for anyone looking for practical insights into how you can get behavioural economics to work for you.