Wyndham Hotels & Resorts
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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8

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  • 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.

Summary

Leverage human psychology and behavioral science insights to trigger new habits.

As a marketer, if you’re not taking advantage of insights from human psychology and behavioral science, you’re missing valuable opportunities to inspire the behavior change you desire. Your marketing decisions should reflect more than your intuitive or gut instincts. Inform your approach with peer-reviewed insights into how humans think, feel and behave to add robustness to your strategy. Researchers have identified thousands of hidden factors influencing human behavior. When you learn the triggers of consumer behavior, you give yourself a wider range of potential solutions to marketing challenges.

Familiarize yourself with these six insights to inspire consumer behavior changes:

  1. Choose your moment – People are most likely to change their behaviors and adopt new habits at the onset of a specific time period such as the beginning of a week or after celebrating a birthday.
  2. Create cues – Use a distinctive cue, or trigger, to prompt consumers to take...

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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