The choice factory: how 25 behavioural biases influence the products we decide to buy

Table of Contents

The 25 Biases
1. The Fundamental Attribution Error
2, Social Proof
3. Negative Social Proof
4. Distinctiveness
5. Habit
6. The Pain of Payment
7. The Danger of Claimed Data
8. Mood
9. Price Relativity
10. Primacy Effect
11. Expectancy Theory
12. Confirmation Bias
13. Overconfidence
14. Wishful Seeing
15. Media Context
16. The Curse of Knowledge
17. Goodhart's Law
18. The Pratfall Effect
19. Winner's Curse
20. The Power of the Group
21. Veblen goods
22. The Replicability Crisis
23. Variability
24. Cocktail Party Effect
25. Scarcity

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 work-place 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 the market. The Choice Factory is the new advertising essential.

https://www.harriman-house.com/choicefactory