Curiously, the book undersells itself in promising an exploration of 25 biases that influence what we buy. That’s not quite true: the book is far better than that. Instead of a codex of biases, we’re treated to an exploration of 25 topics concerning buyer behaviour, marketing decision making, and the application of psychology to this field. Readers already familiar with behavioural psychology therefore have plenty of reason to read The Choice Factory: its scope is broader than I expected, and the book is all the more useful for it.
... Marketers should be as excited about this book their colleagues who have already snapped up a copy. And if they have, shouldn’t you too?
