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The Illusion of Choice
Book

The Illusion of Choice

16 ½ Psychological Quirks that Influence What We Buy

Richard Shotton
Harriman House, 2023

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Editorial Rating

8

Qualities

  • Scientific
  • Applicable
  • Concrete Examples

Recommendation

Consumers may think they’re making informed choices, but in reality, advertisers are guiding buying behaviors by leveraging human psychology and behavioral science, explains Richard Shotton. Drawing from peer-reviewed research, Shotton – who’s spent more than two decades applying the hidden factors behind human behavior to marketing – teaches you how to trigger meaningful consumer behavior change. Learn how to transform your target consumers into your most loyal customers and why familiarizing yourself with the hidden biases behind the “illusion of choice,” can work to your brand’s advantage.

Take-Aways

  • Leverage human psychology and behavioral science insights to trigger new habits.
  • Learn when to add or remove friction to inspire your desired behaviors. 
  • Boost memorability with repetition, humor and audience engagement.

About the Author

Richard Shotton is the author of The Choice Factory and the founder of the consultancy Astroten. He’s spent 22 years applying behavioral science insights to marketing, working with brands such as Barclays and Google.

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