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Synopsis
Voted #1 in the BBH World Cup of Advertising Books, 2018
Winner of the Sales and Marketing Category at the 2019 Business Book Awards
If you're in the business of influencing decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. Taking us through a typical day of decisions, from trivial food choices to life-changing career moves, The Choice Factory explores how our behaviour is shaped by psychological shortcuts. The focus throughout is the marketing potential of knowing what makes us tick. Shotton draws not only on academia, but also on analysis of ad campaigns and his own original research, supporting his discussion with insights from some of the smartest thinkers in advertising.
The Choice Factory is an entertaining and highly-accessible read, with 25 short chapters, each addressing a cognitive bias and outlining easy ways to apply it to your own business challenges. Dip in or read cover to cover and you ll be full of new ideas, ready to crack any brief.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l'auteur
Richard is the founder of Astroten, a consultancy the applies behavioural science to marketing. He started his career as a media planner 19 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before specialising in the application of behavioural science. 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 Marketing Week, The Drum, Campaign, Admap and Quartz. He tweets about the latest social psychology findings from the handle @rshotton.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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The Choice Factory: 25 behavioural biases that influence what we buy
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Harriman House, 2018
ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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The Choice Factory: 25 behavioural biases that influence what we buy
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Harriman House, 2018
ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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The Choice Factory: 25 behavioural biases that influence what we buy
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Harriman House, 2018
ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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The Choice Factory: 25 behavioural biases that influence what we buy
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The Choice Factory: 25 behavioural biases that influence what we buy
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ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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The Choice Factory: 25 behavioural biases that influence what we buy
Edité par
Harriman House, 2018
ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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The Choice Factory: 25 behavioural biases that influence what we buy
Edité par
Harriman House, 2018
ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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The Choice Factory: 25 behavioural biases that influence what we buy
Edité par
Harriman House, 2018
ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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The Choice Factory: 25 behavioural biases that influence what we buy
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ISBN 10 : 085719609X
ISBN 13 : 9780857196095
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Paperback. Etat : Very Good. Uncover the psychological shortcuts that shape every decision you make and learn how to use them in business.Voted #1 in the BBH World Cup of Advertising BooksWinner of the Sales and Marketing Category at the Business Book AwardsBefore you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn.By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research.Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing.'Actionable, memorable and powerful' Seth Godin, bestselling author of This is Marketing. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. N° de réf. du vendeur GOR009152924
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