Speed Read: The Choice Factory

This book by Richard Shotton presents 25 behavioural biases that influence everyday decision-making and, with its comprehensive scope, aims to make behavioural unpredictability much easier to navigate and negotiate.

The Choice Factory, by Richard Shotton, presents 25 behavioural biases that influence everyday decision-making. It demonstrates the value of using the learnings from behavioural science to increase success and greater effectiveness in marketing and advertising.

The acceleration of the digital age, the scarceness of time and changing social dynamics have led to the dulling of our intuitive senses and the stunting of their development. So, an important lesson taken from The Choice Factoryis that decisions and assumptions, informed only through the lenses of data and ad hoc consumer research, can only ever take us so far in...

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