The Choice Factory Collection By Richard Shotton 2 Books Set (Choice Factory & Illusion of Choice)
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Description
Titles in the Set :-
The Choice Factory
The Illusion of Choice
Condition:BRAND NEW
Format:Paperback
ISBN:9780994927224
The Choice Factory:
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 Illusion of Choice:
Every day, people make hundreds of choices.Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these to win customers, retain customers and sell more.Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.You’ll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more.You simply cannot afford to miss The Illusion of Choice.
About the author:
Richard is the author of The Choice Factory and The Illusion of Choice. His books explain how behavioural science can be used to change consumer behaviour. The Choice Factory was voted best sales and marketing book of the year at the Business Book Awards. It was a #1 bestseller on Amazon and is now available in 16 languages. Richard began his career in marketing twenty-four years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.
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The Choice Factory Collection By Richard Shotton 2 Books Set (Choice Factory & Illusion of Choice)
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