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 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.
eBook - ePub
The Illusion of Choice
16½ psychological biases that influence what we buy
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
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Information
Table of contents
- Contents
- Introduction
- 1: Habit Formation
- 2: Make It Easy
- 3: Make it Difficult
- 4: The Generation Effect
- 5: The Keats Heuristic
- 6: Concreteness
- 6½: Precision
- Bonus Chapter: Base Value Neglect
- 7: Extremeness Aversion
- 8: Denominator Neglect
- 9: The Need to Experiment
- 10: Framing
- 11: Fairness
- 12: Freedom of Choice
- 13: the Red Sneakers Effect
- 14: The Halo Effect
- 15: The Wisdom of Wit
- 16: The Peak-End Rule
- Conclusion
- Recommended Reading
- Acknowledgements
- About the Author
- Publishing details
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Yes, you can access The Illusion of Choice by Richard Shotton in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.