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The Choice Factory: How 25 Behavioural Biases Influence the Products We Decide to Buy - Couverture souple

Shotton, Richard

 
9780857196095: The Choice Factory: How 25 Behavioural Biases Influence the Products We Decide to Buy
Couverture souple
ISBN 10 : 085719609X ISBN 13 : 9780857196095
Editeur : Harriman House Publishing, 2018

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.

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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.

Éditeur
Harriman House Publishing
Date d'édition
2018
Langue
anglais
ISBN 10 
085719609X
ISBN 13 
9780857196095
Reliure
Broché
Numéro d'édition
1
Nombre de pages
220
Coordonnées du fabricant
HIGHTONE
https://www.universalmusic.com/

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