--- product_id: 59772431 title: "The Choice Factory: The award-winning guide to behavioural science and marketing" price: "€ 28.67" currency: EUR in_stock: true reviews_count: 13 url: https://www.desertcart.gr/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science store_origin: GR region: Greece --- # The Choice Factory: The award-winning guide to behavioural science and marketing **Price:** € 28.67 **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?** € 28.67 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.gr](https://www.desertcart.gr/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 Uncover the psychological shortcuts that shape every decision you make – and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the 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, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' – Seth Godin, bestselling author of This is Marketing 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: Game Changing - Future Award-Winning Book? - As a Chartered Marketer, with c.25 years-experience in Marketing & Consultancy, as a Board Member of an Olympic Sport and as a University Lecturer teaching about Marketing and Strategy, I love it when books come along that make you ‘Think Different’, by sharing insights and knowledge that is not only entertaining, but exceptionally well, supported with many useful examples and nuggets from practice and academic research. If you DO NOT want to learn, then I would recommend that you do not read this book. If, however, you want to learn all about biases that impact upon individuals, organisations, marketing and marketing communications, dive right in. I was so fascinated with the book, that it only took me a few days to read cover to cover – whilst at the same time reviewing some of the journal papers that are introduced. The concepts discussed in individual chapters include The Fundamental Attribution Error, Social Proof, Negative Social Proof, Distinctiveness, Habit (Disrupt this), The Pain of Payment, The Danger of Claimed Data, Mood, Price Relativity, Primacy Effect, Expectancy Theory, Confirmation Bias, Overconfidence, Wishful Seeing, Media Context, The Curse of Knowledge, Goodhart’s Law, The Pratfall Effect, Winners Curse, The Power of the Group, Veblen Goods, The Replicability Crisis, Variability, Cocktail Party Effect and Scarcity as well as the Bystander effect. Even if you have experience of these concepts, some of the insights also help you think about different examples too, which link to your areas of interest. Be willing to learn why Peroni can help sell more Carlsberg or Budweiser, or why football fans may even struggle to remember which beer brands are sponsoring the games they are watching or the teams they support. And then, if you are watching football or sport, why the pubs, cafes, restaurants, off-licences, or supermarkets hope that you have not brought cash. Similarly, if you are drinking coffee or soft beverages, are you noticing if the coffee is costing you £74/Kg, or why a smaller, funny tasting drink is costing you a lot more than drinking Coca-Cola (simply because it tastes funny). I cannot recommend this book more highly to any of my students, friends and colleagues interested in learning about things that are not always obvious. When the World Zigs – Zag! ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | 14,876 in Books ( See Top 100 in Books ) 10 in Advertising (Books) 77 in Business Life (Books) 154 in Business Careers (Books) | | Customer Reviews | 4.6 out of 5 stars 901 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. ### ⭐⭐⭐⭐⭐ Game Changing - Future Award-Winning Book? *by M***C on 19 June 2020* As a Chartered Marketer, with c.25 years-experience in Marketing & Consultancy, as a Board Member of an Olympic Sport and as a University Lecturer teaching about Marketing and Strategy, I love it when books come along that make you ‘Think Different’, by sharing insights and knowledge that is not only entertaining, but exceptionally well, supported with many useful examples and nuggets from practice and academic research. If you DO NOT want to learn, then I would recommend that you do not read this book. If, however, you want to learn all about biases that impact upon individuals, organisations, marketing and marketing communications, dive right in. I was so fascinated with the book, that it only took me a few days to read cover to cover – whilst at the same time reviewing some of the journal papers that are introduced. The concepts discussed in individual chapters include The Fundamental Attribution Error, Social Proof, Negative Social Proof, Distinctiveness, Habit (Disrupt this), The Pain of Payment, The Danger of Claimed Data, Mood, Price Relativity, Primacy Effect, Expectancy Theory, Confirmation Bias, Overconfidence, Wishful Seeing, Media Context, The Curse of Knowledge, Goodhart’s Law, The Pratfall Effect, Winners Curse, The Power of the Group, Veblen Goods, The Replicability Crisis, Variability, Cocktail Party Effect and Scarcity as well as the Bystander effect. Even if you have experience of these concepts, some of the insights also help you think about different examples too, which link to your areas of interest. Be willing to learn why Peroni can help sell more Carlsberg or Budweiser, or why football fans may even struggle to remember which beer brands are sponsoring the games they are watching or the teams they support. And then, if you are watching football or sport, why the pubs, cafes, restaurants, off-licences, or supermarkets hope that you have not brought cash. Similarly, if you are drinking coffee or soft beverages, are you noticing if the coffee is costing you £74/Kg, or why a smaller, funny tasting drink is costing you a lot more than drinking Coca-Cola (simply because it tastes funny). I cannot recommend this book more highly to any of my students, friends and colleagues interested in learning about things that are not always obvious. When the World Zigs – Zag! ### ⭐⭐⭐⭐ 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.gr/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science](https://www.desertcart.gr/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science) --- *Product available on Desertcart Greece* *Store origin: GR* *Last updated: 2026-10-06*