The Choice Factory: 25 Behavioural Biases That Influence What We Buy

Before you can influence decisions, you need to understand what drives them. “The Choice Factory” by Richard Shotton is a groundbreaking book that explores the subconscious drivers behind our everyday decisions, from the trivial to the significant. Through 25 concise chapters, Shotton unpacks key behavioural biases that influence how we think, act, and ultimately, buy.

Drawing on a rich blend of academic research, real-world ad campaigns, and his own original experiments, the author provides a highly accessible and entertaining guide to the science of behavioural economics. You will learn about biases such as Social Proof, the Pain of Payment, and Distinctiveness, and discover how these psychological shortcuts can be applied to create more effective and memorable marketing campaigns. This book is an essential read for anyone in marketing, advertising, or business who wants to understand why people make the choices they do.