{"product_id":"b0hkk7938d","title":"The Choice Factory: 25 behavioural biases that influence what we buy","description":"\u003cp\u003eUncover the psychological shortcuts that shape every decision you make – and learn how to use them in business.\u003c\/p\u003e\n\n\u003cp\u003eVoted #1 in the BBH World Cup of Advertising Books\u003cbr\u003e\nWinner of the Sales and Marketing Category at the Business Book Awards\u003c\/p\u003e\n\n\u003cp\u003eBefore you can influence decisions, you need to understand what drives them.  The Choice Factory  is an essential read for anyone who wants to learn.\u003c\/p\u003e\n\n\u003cp\u003eBy 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.\u003c\/p\u003e\n\n\u003cp\u003eEntertaining 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.\u003c\/p\u003e\n\n\u003cp\u003eCovering 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.\u003c\/p\u003e\n\n\u003cp\u003e'Actionable, memorable and powerful' – Seth Godin, bestselling author of  This is Marketing\u003c\/p\u003e","brand":"ANT","offers":[{"title":"Ebook","offer_id":52821355397336,"sku":"YSL39585","price":7.79,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0835\/3356\/2072\/files\/819w8paHrhL._SY1500.jpg?v=1793104422","url":"https:\/\/www.bookmebay.com\/products\/b0hkk7938d","provider":"BookMebay","version":"1.0","type":"link"}