Aktivita
The Choice Factory

The Choice Factory

25 behavioural biases that influence what we buy

23,95 €
Dodanie do 21 dní

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.

From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.


Podrobnosti

Autor Richard Shotton
Vydavateľ Harriman House Publishing
Jazyk anglický
VäzbaPaperback / softback
Počet strán220
Formát217 x 141 x 15
Hmotnosť352
EAN9780857196095
Rok vydania2018
Edícia Ekonomika, manažment, motivácia
Psychológia

Autor

Richard Shotton

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