Shotton’s book covers 25 scientifically demonstrated biases that can inform better advertising. Some have been used intuitively for years, like the power of social proof to persuade people, as reflected in all claims of popularity, such as the classic ‘8 out of 10 cats prefer Whiskas’ advertising. Others, like the importance of context in decoding communication, have been dangerously ignored in the development of programmatic audience buying, which serves ads anywhere they find the target, regardless of environment.
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