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The fascinating science behind consumer choices by Ellen Hammett

Cover of  by Richard Shotton

The author of a new book examining the behavioural biases that influence what we buy tells Ellen Hammett how advertisers can make their campaigns more effective.

... There are lessons the marketing industry can learn from these disciplines too, and in his new book, The Choice Factory: 25 behavioural biases that influence what we buy, Richard Shotton explains how behavioural science can be applied to advertising and how a few simple tricks can help marketers improve the effectiveness of campaigns and influence what consumers buy.

... From impulsively ordering a slice of billionaire’s shortbread on the way to work, to bidding for a Game of Thrones box-set on eBay, Shotton - who spends his working days at Manning Gottlieb OMD as their deputy head of evidence, and who regular readers might recognise as a long-standing contributor to Newsline - follows a single person over one day and unpicks 25 key decisions they make - each of which can be explained with what social psychologists call a classic bias.

So what can brands, marketers and agencies learn from these biases?

Find out more and read the article here:

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