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The Choice Factory

25 Behavioural Biases That Influence What We Buy
Narrated by: Simon Cole
Length: 5 hrs and 1 min
4.5 out of 5 stars (12 ratings)
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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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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 of 1 people found this review helpful

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  • CC
  • Scotland
  • 10-12-18

So easy to listen to

Wow, what a great audiobook. It's very easy to listen to. It's useful. Really useful.

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Great listening & I've ordered the physical book

The content is must for all marketers (and their agencies). Shotton writes with clarity and humour; Cole reads it with both those traits too. Although I worked with Shotton 15 years ago, now his voice in my head will eternally sound like Cole. Maybe not a bad thing, as Shotton has said, "the guy reading it is one of my oldest friends". I'm now recommending all my industry contacts listen to this audible version on their daily commute. And maybe, like me they'll have the urge to have a physical book too.