Try an audiobook on us

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 (31 ratings)
Regular price: £18.29
£7.99/month after 30 days. Cancel anytime

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

More from the same

Narrator

What members say

Average customer ratings

Overall

  • 4.5 out of 5 stars
  • 5 Stars
    21
  • 4 Stars
    6
  • 3 Stars
    3
  • 2 Stars
    0
  • 1 Stars
    1

Performance

  • 4.5 out of 5 stars
  • 5 Stars
    22
  • 4 Stars
    2
  • 3 Stars
    4
  • 2 Stars
    0
  • 1 Stars
    1

Story

  • 4.5 out of 5 stars
  • 5 Stars
    21
  • 4 Stars
    5
  • 3 Stars
    2
  • 2 Stars
    0
  • 1 Stars
    1
Sort by:
  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

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

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars
  • D P House
  • HIGH WYCOMBE, Bucks, United Kingdom
  • 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 :)

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

Great listen.

does exactly what it says on the tin. listened through it once and now planning on a few more times to take notes. Some really good nuggets here especially about web browsers! I'll let you find it in the book!

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars
  • 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.

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

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.

Sort by:
  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars
  • dc
  • 13-01-19

Great Book

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