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The Illusion of Choice

The Illusion of Choice


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About the Book

Every day we make hundreds of choices.

Many of those decisions are commercial ones: what shampoo should we pick? How much should we spend on a bottle of wine? Should we renew our favourite subscription?

These choices might feel like they are freely made, but psychologists have shown that subtle changes in the way the products are positioned can radically change how customers behave.

The Illusion of Choice identifies the 17 1/2 most important psychological quirks - from the peak end rule to the power of precision - that anyone in business needs to be aware of. Otherwise, they'll be working against human nature rather than with it!


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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Product Details
  • ISBN-13: 9780857199744
  • Publisher: Harriman House
  • Publisher Imprint: Harriman House
  • Height: 216 mm
  • No of Pages: 220
  • Spine Width: 25 mm
  • Weight: 332 gr
  • ISBN-10: 0857199749
  • Publisher Date: 28 Mar 2023
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Sub Title: 16 1/2 Psychological Biases That Influence What We Buy
  • Width: 140 mm


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