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Advertising tricks that win your money: A review of The Choice Factory

Cover of  by Richard Shotton

Many of us think we're too smart to fall for advertisers' tricks. We won't buy something because of a catchy jingle or famous spokesperson. But if you think those obvious tactics are the only things companies use to influence you, you are very much mistaken. And if you think you don't fall for their tactics, you're mistaken there, too.

... The psychology of why we act the way we do, even when we know it's not in our best interests, is always fascinating. The Choice Factory will no doubt help marketers who want to exploit consumers behavioural quirks, but it also gives consumers the information they need to defend themselves - and even to use some of these tricks for their own benefit.

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