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The Choice Factory

Harriman House Essentials
By Richard Shotton
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Brief Description
Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant workplace moves, he investigates how our behaviour is shaped... Read More
Format: Paperback / softback
$5000
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Releases 12th January 2027 (Approx. Date) Pre-order  "The Choice Factory" now to secure your copy from our first shipment

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A pioneering examination of how to best apply behavioural economics to marketing.

Voted #1 in the BBH World Cup of Advertising Books, 2018. Winner of the Sales and Marketing Category at the 2019 Business Book Awards.

Book Hero Magic formatted this description to make it easier to read. While it's new and still learning, it may not be perfect - your feedback is welcome! Description

Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn.

By observing a typical day of decision-making, from trivial food choices to significant workplace moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research.

The Choice Factory is written in an entertaining and highly accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.

From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing.

The Choice Factory is the new advertising essential.

Book Details

INFORMATION

ISBN: 9781037428579

Publisher: Pan Macmillan

Format: Paperback / softback

Date Published: 05 January 2027

Country: United Kingdom

Imprint: Macmillan

Illustration: Illustrations, black and white

Audience: General / adult

DIMENSIONS

Width: 130.0mm

Height: 197.0mm

Weight: 0g

Pages: 220

Collections

Business & Entrepreneurship Career Development Education & Reference Finance & Economics Finance & Investment Marketing & Sales Mindset & Self Help New Year, New You Non-Fiction Non-Fiction Pre-Orders Pre-order Books Pre-Order Business & Entrepreneurship Pre-orders Pre-orders by Release Date Richard Shotton Self-Help & Personal Development

About the Author

Richard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing.Richard was Deputy Head of Evidence at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.He started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before moving into research.Richard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavioural experiments he runs for titles such as The Drum, Campaign, WARC, Admap and Mediatel. He tweets about the latest social psychology findings from the handle @rshotton.

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