The Choice Factory : 25 behavioural biases that influence what we buy / Richard Shotton.

Format:

Book

Author/Creator:

Shotton, Richard, author.

Language:

English

Subjects (All):

Consumer behavior.

Influence (Psychology).

Consumers--Attitudes.

Consumers.

Physical Description:

1 online resource (133 pages)

Edition:

First edition.

Place of Publication:

Petersfield, England : Harriman House Ltd, 2018.

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 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 Mark Earls.From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.

Contents:

Intro

Contentsx

Praise for The Choice Factory

Preface

Introduction

Bias 1: The Fundamental Attribution Error

Bias 2: Social Proof

Bias 3: Negative Social Proof

Bias 4: Distinctiveness

Bias 5: Habit

Bias 6: The Pain of Payment

Bias 7: The Danger of Claimed Data

Bias 8: Mood

Bias 9: Price Relativity

Bias 10: Primacy Effect

Bias 11: Expectancy Theory

Bias 12: Confirmation Bias

Bias 13: Overconfidence

Bias 14: Wishful Seeing

Bias 15: Media Context

Bias 16: The Curse of Knowledge

Bias 17: Goodhart's Law

Bias 18: The Pratfall Effect

Bias 19: Winner's Curse

Bias 20: The Power of the Group

Bias 21: Veblen Goods

Bias 22: The Replicability Crisis

Bias 23: Variability

Bias 24: Cocktail Party Effect

Bias 25: Scarcity

Ethics

Conclusion

References

Further reading

Acknowledgements

Index.

Notes:

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9780857196101

0857196103