The Illusion of Choice

Every day we make hundreds of choices. These choices might feel like they are freely made, but psychologists have shown that subtle changes in the way the products are positioned can radically change how customers behave. The Illusion of Choice identifies the 16 ½ most important psychological biases that anyone in business needs to be aware of.

The compelling new book by Richard Shotton, author of The Choice Factory

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 quirks 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.

Autorentext

Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The 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 in The Illusion of Choice and is the co-author of Hacking the Human Mind.

Klappentext

The compelling new book by Richard Shotton, author of The Choice Factory

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 16 most important psychological biases that everyone in business needs to be aware of today - and shows how any business can take advantage of these quirks 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.

Zusammenfassung
A practical and illuminating guide to understanding and taking advantage of the psychology behind buying decisions.