Richard Shotton

Voted #1 in the BBH World Cup of Advertising Books, 2018Winner of the Sales and Marketing Category at the 2019 Business Book AwardsBefore 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 behaviour 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 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

Every day we make hundreds of choices. Many of those decisions are commercial ones: what shampoo should we pick? How much should we spend on a bottle of wine? Should we renew our favourite subscription? These choices might feel like they are freely made, but psychologists have shown that subtle changes in the way the products are positioned can radically change how customers behave. The Illusion of Choice identifies the 17 1/2 most important psychological quirks - from the peak end rule to the power of precision - that anyone in business needs to be aware of. Otherwise, they'll be working against human nature rather than with it!