The Illusion of Choice: 16 ? psychological biases that influence what we buy [Paperback]

'This book will make you better at your job'  Jonah Berger, bestselling author ofContagious

Discover the psychological biases that shape every buying decision  and how to use them in business.

Every day we make hundreds of choices, many of them 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.

InThe Illusion of Choice, Richard Shotton, author of the acclaimedThe Choice Factory, identifies the 16 and a half most important psychological biases that everyone in business needs to be aware of. Drawing on academic research, advertising campaigns and his own original field studies, he shows how any business can utilise these biases to win and retain customers, sell more products and make money.

In this fascinating and highly practical guide, you'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit  and much, much more.

Full of marketing insights,The Illusion of Choiceis essential for anyone seeking to understand consumer behaviour.

A practical and illuminating guide to understanding  and taking advantage of  the psychology behind buying decisions.Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author ofThe Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas inThe Illusion of Choiceand is the co-author ofHacking the Human Mind.

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