The Illusion of Choice: 16 1/2 Psychological Biases That Influence What We Buy
£10.60£14.20 (-25%)
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 16½ 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 acclaimed 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.
You’ll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more.
You simply cannot afford to miss The Illusion of Choice.
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Additional information
| Publisher | Harriman House (28 Mar. 2023) |
|---|---|
| Language | English |
| Paperback | 216 pages |
| ISBN-10 | 0857199749 |
| ISBN-13 | 978-0857199744 |
| Dimensions | 13.84 x 1.27 x 21.46 cm |
by Gordon
Richard always writes in a clear and pithy way, so although the analysis and experiments are ‘intellectual’ the real world findings are completely practical. Unlike many business books, it is written in plain English rather than acronym-laden jargon. Essential for anyone working in marketing or communications, but also for anyone wanting to better understanding their own purchasing thought processes. In that respect, it could actually lead you to better decisions and possibly even save you a fortune.
by Chris Rawli
Read this on holiday and was incredible. Super easy to read and understand (I’m dyslexic so sometimes struggle with books). Shares lots of incredible examples of Behavioural Science in action written as short stories with references and then examples/suggestions of how you can use those biases in your own work/life. My only complaint is I got into trouble with my wife for being a bit late for supper as I wanted to finish another chapter! Highly recommend this book especially if you’re a leader (or want to be) of anything, or work in marketing.
by Christian
Richard’s first book (The Choice Factory) was brilliant & this follows in that mould. Discover the secrets of what makes us buy things and what marketers — and anyone else — can do to make use of this. Also useful for consumers to understand why they might choose to buy things and therefore be aware of their subliminal purchasing decisions.
It’s well-written, contains lots of stories and practical examples and is a joy to read.
by Chris Rawli
This books is a fantastic read.
If you like books by Rory Sutherland and Dan Ariely, you’ll love this.
It’s similar in some ways to Dan’s book Predictable Irrational as it covers a lot of the mental shortcuts, and seemingly illogical ways we make decisions.
One reason I love about this book is that it presents ideas as a story, explains the idea and the gives you actionable tips on how you can use them in your marketing.
It’s very easy to read, informative and entertaining.
Highly recommend it.
by Aaron
Absolutely loving this book by Richard Shotton.
Such a fascinating insight into what motivates people to take action & buy.
Packed with loads of sometimes surprising examples & results of research.
If you liked The Choice Factory this is an essential purchase.
by Gordon
A follow up to the brilliant book, The Choice Factory, was always going to be a tough gig. However, Richard has written another belter!
Packed full of behavioural insights and structured in an easy-to-read style, The Illusion of Choice uses experiments and practical applications to give readers another box full of tools.
I read this book, then immediately read it again and I’ve already started to think about how I can apply the principles.
Great work Richard!
by Aaron
Richard Shotton has done it again. His first book, ‘The Choice Factory’ demystified the vaunted but often misunderstood field of behavioural science and how it could be applied to marketing challenges. This new tome goes one further by setting out very easy steps to follow to help optimise efforts of marketing teams everywhere. Taking robust and well-tested ideas from psychology is something all marketers will benefit from.
by greatest hits
An enjoyable and fascinating read. I can already envision ways to implement the techniques in my work. The only problem with learning some behavioural science is that it creates an intense desire to keep learning more!