The Choice Factory

A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions. Synthesizing a vast body of research, live experiments and numerous examples, he shows that there is a bias for every occasion and how to use them as tools to craft better communications.Faris Yakob, author of Paid Attention

If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you - is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers.Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters

Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical.Seth Godin, author of 'All Marketers are Liars'

Comprehensive, compelling and immensely practical, the Choice Factory brings the building blocks of behaviour change together in one place.Richard Huntington, Chairman & Chief Strategy Officer, Saatchi & Saatchi