The Choice Factory is most aptly described as not just a book to read, it’s one that yearns to be used. By combining a plethora of anecdotes and creative examples, Shotton brings the topic of behavioural science to life and demonstrates it’s role in marketing communications. Throughout, the book describes the behavioural biases that underline basic human behaviour, the ways in which these biases inform our decision making, and marketers can use these psychological shortcuts in their work. But, as if this isn’t interesting enough, it’s also a whistlestop tour of real life ad campaigns, industry-altering research and the thoughts of the most influential advertisers of our time.
