The Choice Factory
25 unconscious reactions that influence what we buy
With The Choice Factory we will dive into the world of advertising and the preconceptions that lead people to decide whether to buy one product instead of another. Richard Shotton investigates our behavior shaped by psychological shortcuts (biases), and explains how companies can strategically adapt their products and communication to these biases, thereby gaining a significant advantage over their competitors. It is a guide to stop listening only to what consumers are saying, and start seeing what they are doing.
Many useful tips to:
- Apply the results of behavioral science to advertising and marketing.
- Learn about the psychological mechanisms of our unconscious decisions.
- Find out about studies and experiments that have confirmed or refuted hypotheses and theories.
Consumers use biases to make immediate decisions
The book offers insight on how to apply the results of social psychology and behavioural science to advertising. The study of decision-making processes is a fundamental topic for advertisers as it offers an explanation as to why people buy a certain product. People do not have time to logically assess all the decisions they must face on a daily basis and they resort to the shortcuts of bias (prejudices, unconscious reactions) that allow decision-making to be immediate. Therefore, brands capable of adapting their own products and communication to these biases can have a significant advantage over their competitors.
The key ideas of "The Choice Factory"
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