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Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.

About the Author

Richard Shotton

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.

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