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The Illusion of Choice

16½ psychological biases that influence what we buy

By Richard Shotton
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About the Author

Richard Shotton

Richard began his career in marketing twenty-one years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.

Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. The Choice Factory was voted best sales and ... Read more on Richard Shotton

Contents Listing

Jacket Text

The compelling new book by Richard Shotton, author of The Choice Factory.

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.

Other books by this author

Cover of The Choice Factory by Richard Shotton Cover of The Choice Factory by Richard Shotton Cover of The Choice Factory by Richard Shotton
The Choice Factory
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Media Coverage

NetGalley

The Illusion of Choice by Richard Shotton

The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of to win customers, retain ...

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Sweathead

Five years ago this week (February 25, 2018-2023), I published the first episode of Sweathead. Richard Shotton was my first interview. So I've called him back for two episodes this week.
In this ...

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Marketing.ie

Behavioural psychologist Richard Shotton has been invited by the Institute of Advertising Practitioners in Ireland (IAPI) to discuss his new book, The Illusion of Choice, at an event. The book ...

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Ad News

Richard Shotton has a new book, The Illusion of Choice, psychological biases that influence what we buy, a follow up to the bestselling The Choice Factory from 2019.

Every day we make hundreds of ...

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The Media Leader

The book is a treasure trove of wonderfully articulated ideas which are very neatly linked to marketing. There’s never too much detail, and never not enough; rather just the right amount of ...

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AdWorld

Richard Shotton, author of a new book called The Illusion of Choice is the guest speaker at the next IAPI Media Matters event on April on April 5th in TU Dublin.

Shotton’s latest publication ...

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Neuroscience Of

In this interview, I speak with author and behavioral scientist Richard Shotton about his new book, The Illusion Of Choice: 16 ½ Psychological Biases That Influence What We Buy. As Shotton’s book ...

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Research World

The Illusion of Choice will remind you what really matters in research, make your insight communication more effective, and let you raise your prices. How? Keep reading to find out!

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Research World

Behavioural scientist Richard Shotton’s 2018 book ‘The Choice Factory’ detailed 25 behavioural biases that influence what we buy and how to apply them to marketing. This week Richard releases ...

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Little Black Book

Throughout the book, Richard Shotton identifies the most relevant behavioral science experiments from a marketing perspective.

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