Name: The Choice Factory: 25 Behavioural Biases That Influence What we buy (en Inglés)
Price: 73401.00 COP
Availability: InStock
Author: Shotton, Richard
ISBN: 9780857196095

portada The Choice Factory: 25 Behavioural Biases That Influence What we buy (en Inglés)

Formato

Libro Físico

Autor

Richard Shotton

Editorial

Harriman House

Año

2018

Idioma

Inglés

N° páginas

202

Encuadernación

Tapa Blanda

Dimensiones

21.3 x 14.0 x 1.8 cm

Peso

0.36 kg.

ISBN13

9780857196095

N° edición

Categorías

Psicología
Publicidad

The Choice Factory: 25 Behavioural Biases That Influence What we buy (en Inglés)

Richard Shotton (Autor) · Harriman House · Tapa Blanda

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Reseña del libro "The Choice Factory: 25 Behavioural Biases That Influence What we buy (en Inglés)"

Winner of the Sales and Marketing Category at the 2019 Business Book Awards. Voted #1 in the BBH World Cup of Advertising Books, 2018. If you are in the business of influencing decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. Taking us through a typical day of decisions, from trivial food choices to life-changing career moves, The Choice Factory explores how our behaviour is shaped by psychological shortcuts. The focus throughout is the marketing potential of knowing what makes us tick. Shotton draws not only on academia, but also on analysis of ad campaigns and his own original research, supporting his discussion with insights from some of the smartest thinkers in advertising. The Choice Factory is an entertaining and highly-accessible read, with 25 short chapters, each addressing a cognitive bias and outlining easy ways to apply it to your own business challenges. Dip in or read cover to cover and you'll be full of new ideas, ready to crack any brief. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.