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The Illusion of Choice : 16½ psychological biases that influence what we buy / Richard Shotton.
- Format:
- Book
- Author/Creator:
- Shotton, Richard, author.
- Language:
- English
- Subjects (All):
- Choice (Psychology).
- Consumer behavior.
- Consumers--Psychology.
- Consumers.
- Economics--Psychological aspects.
- Economics.
- Influence (Psychology).
- Physical Description:
- 1 online resource (150 pages)
- Place of Publication:
- Petersfield, Hampshire, England : Harriman House Ltd, 2023.
- Summary:
- Every day, people make hundreds of choices. Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription? These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave. The Illusion of Choice identifies the 16 1/2 most important psychological biases that everyone in business needs to be aware of today - and shows how any business can take advantage of these to win customers, retain customers and sell more. Richard Shotton, author of The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.
- Contents:
- Intro
- Contents
- Introduction
- A subliminal challenge
- Tall tales of Big Brother
- Positive peer pressure
- 1: Habit Formation
- Quantifying the importance of habits
- How can you apply this bias?
- 2: Make It Easy
- More than anecdote
- 3: Make it Difficult
- The door-in-the-face technique
- 4: The Generation Effect
- 5: The Keats Heuristic
- 6: Concreteness
- Is sight the 'keenest of senses'?
- 6½: Precision
- Specific rather than round numbers
- Bonus Chapter: Base Value Neglect
- 7: Extremeness Aversion
- B2B as well as B2C
- 8: Denominator Neglect
- Applying the idea laterally
- 9: The Need to Experiment
- 10: Framing
- But why is framing so important?
- 11: Fairness
- A long pedigree
- From cucumbers to cash
- 12: Freedom of Choice
- You are free to ignore the next section of this chapter
- 13: the Red Sneakers Effect
- 14: The Halo Effect
- Experimental evidence
- Why does the halo effect occur?
- 15: The Wisdom of Wit
- 16: The Peak-End Rule
- Conclusion
- Recommended Reading
- Acknowledgements
- About the Author
- Publishing details.
- Notes:
- Description based on print version record.
- ISBN:
- 9780857199751
- 0857199757
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