--- product_id: 59772431 title: "The Choice Factory: The award-winning guide to behavioural science and marketing" price: "$37.74" currency: USD in_stock: true reviews_count: 13 url: https://www.desertcart.us/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science store_origin: US region: United States of America --- # The Choice Factory: The award-winning guide to behavioural science and marketing **Price:** $37.74 **Availability:** ✅ In Stock ## Quick Answers - **What is this?** The Choice Factory: The award-winning guide to behavioural science and marketing - **How much does it cost?** $37.74 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.us](https://www.desertcart.us/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science) ## Best For - Customers looking for quality international products ## Why This Product - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Description Voted #1 in the BBH World Cup of Advertising Books, 2018 Winner of the Sales and Marketing Category at the 2019 Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Richard Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. 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. Review: Brilliant and a pleasure to read! - Brilliant and a pleasure to read! As a professional who's worked in the business of understanding consumer behaviour for over 30 years - working for some of the best global advertising agencies in the business - I've read a great number of books written on behavioural science. Both The Choice Factory and The Illusion of Choice by Richard Shotton are amongst some of the best there is. Praised by well-respected professionals in the industry, a multitude of recommendations for the two books can't be wrong. And they aren’t! Insightful, Informative, Entertaining, Concise, Full of real-world examples, Easy to read, Easy to understand, and Easy to remember. Pick them both up while you can. For the value they hold within, they’re a bargain! I come back to them, again, and again. Review: Excellent introduction to behavioural science for marketers - This is a great little book, full of interesting nuggets of information and practical suggestions for putting theories into practice. There are 25 short chapters, each describing a bias exhibited in human behaviour and how they might be exploited in order to create a more effective marketing campaign. Much reference is made to notable advertising campaigns and space is given to leading industry figures to weigh in with their opinions. This book is also an excellent primer on behavioural science. I had heard of many of the biases before but having them all presented together is really helpful and helps the reader compare and contrast quite readily. While other books go into much more depth on some of the ideas, this conveys essential concepts quickly - ideal if this is your first foray into behavioural science. (If you don't work in marketing, however, you will find it interesting but large chunks may be less relevant) I've worked in advertising analytics for a decade and I know Richard to be one of the foremost thinkers and practioners in the field. This is apparent throughout because he is able to draw on first-hand experience running experiments, gathering data and planning campaigns. It's also worth following him on Twitter - @rshotton - to benefit from a near-constant stream of ideas or concepts that have crossed his desk. Some people hoard their learning - Richard is extremely generous with his. (Extremely) Minor quibbles: As the book progresses, the author describes how each bias might occur in the course of a single day. I found some of these to be slightly contrived in places. Also, because the chapters are self-contained, there can be superfluous repetition, e.g., one industry figure was introduced in almost the same way in two chapters very close to each other. A slightly larger quibble relates to a well-known study referenced uncritically in a chapter. Given that another study is ruthlessly (and correctly) dissected in the book, I'd have liked to have seen similar analysis across the board. However, the book entirely succeeds in its aims and I would have no hesitation in recommending it to anyone working in marketing who wishes to understand more about the strange ways that we all behave when it comes to making purchases. ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | 33,983 in Books ( See Top 100 in Books ) 24 in Advertising (Books) 185 in Business Development & Entrepreneurship (Books) 467 in Scientific Psychology & Psychiatry | | Customer Reviews | 4.6 out of 5 stars 884 Reviews | ## Images ![The Choice Factory: The award-winning guide to behavioural science and marketing - Image 1](https://m.media-amazon.com/images/I/819w8paHrhL.jpg) ## Customer Reviews ### ⭐⭐⭐⭐⭐ Brilliant and a pleasure to read! *by J***N on 3 May 2025* Brilliant and a pleasure to read! As a professional who's worked in the business of understanding consumer behaviour for over 30 years - working for some of the best global advertising agencies in the business - I've read a great number of books written on behavioural science. Both The Choice Factory and The Illusion of Choice by Richard Shotton are amongst some of the best there is. Praised by well-respected professionals in the industry, a multitude of recommendations for the two books can't be wrong. And they aren’t! Insightful, Informative, Entertaining, Concise, Full of real-world examples, Easy to read, Easy to understand, and Easy to remember. Pick them both up while you can. For the value they hold within, they’re a bargain! I come back to them, again, and again. ### ⭐⭐⭐⭐⭐ Excellent introduction to behavioural science for marketers *by A***E on 13 May 2018* This is a great little book, full of interesting nuggets of information and practical suggestions for putting theories into practice. There are 25 short chapters, each describing a bias exhibited in human behaviour and how they might be exploited in order to create a more effective marketing campaign. Much reference is made to notable advertising campaigns and space is given to leading industry figures to weigh in with their opinions. This book is also an excellent primer on behavioural science. I had heard of many of the biases before but having them all presented together is really helpful and helps the reader compare and contrast quite readily. While other books go into much more depth on some of the ideas, this conveys essential concepts quickly - ideal if this is your first foray into behavioural science. (If you don't work in marketing, however, you will find it interesting but large chunks may be less relevant) I've worked in advertising analytics for a decade and I know Richard to be one of the foremost thinkers and practioners in the field. This is apparent throughout because he is able to draw on first-hand experience running experiments, gathering data and planning campaigns. It's also worth following him on Twitter - @rshotton - to benefit from a near-constant stream of ideas or concepts that have crossed his desk. Some people hoard their learning - Richard is extremely generous with his. (Extremely) Minor quibbles: As the book progresses, the author describes how each bias might occur in the course of a single day. I found some of these to be slightly contrived in places. Also, because the chapters are self-contained, there can be superfluous repetition, e.g., one industry figure was introduced in almost the same way in two chapters very close to each other. A slightly larger quibble relates to a well-known study referenced uncritically in a chapter. Given that another study is ruthlessly (and correctly) dissected in the book, I'd have liked to have seen similar analysis across the board. However, the book entirely succeeds in its aims and I would have no hesitation in recommending it to anyone working in marketing who wishes to understand more about the strange ways that we all behave when it comes to making purchases. ### ⭐⭐⭐⭐ An excellent book *by A***A on 2 November 2019* An excellent book on human behaviour and biases . Great book for all marketing managers and advertising managers to learn from ## Frequently Bought Together - The Choice Factory: 25 behavioural biases that influence what we buy - The Illusion of Choice: 16½ psychological biases that influence what we buy - Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.us/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science](https://www.desertcart.us/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science) --- *Product available on Desertcart United States of America* *Store origin: US* *Last updated: 2026-07-04*