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Richard Shotton: Why strategists must understand the science of consumer choice by Sam Peña-Taylor, WARC

Cover of  by Richard Shotton

Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them. Richard sat down with WARC’s Sam Peña-Taylor to talk about the origin of his own interest in the discipline, establishing a culture of testing, and the importance of context.

Behavioural science has entered advertising in a host of interesting ways. Much of that intellectual shift can be attributed to a roster of writers championing the integration of behavioural thought into communications. Richard Shotton is one of them.

.... The book contains impressive amounts of primary research – is this an important part of integrating behavioural science? Is it not ludicrously expensive?

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