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The science of selling: Five ways advertisers get inside your brain

Cover of The Choice Factory by Richard Shotton Many of the commercials you encounter every day will be using psychological tactics

You might think you’re immune to advertising – that your decisions are entirely conscious and rational. But many of the commercials you encounter every day – on your TV, on your computer, on the street – will include psychological tactics you’re not even aware of.
They play on the mental short-cuts we use to make sense of the world.
As Richard Shotton, behavioural researcher and author of The Choice Factory, explains: “Consumers are faced with thousands of choices every day.
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