The Choice Factory 25 behavioural biases that influence what we buy
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Sprache:Englisch
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Verlag:Pan macmillan Ltd.
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Beschreibung
Produktdetails
Verkaufsrang
14724
Einband
Taschenbuch
Altersempfehlung
ab 18 Jahr(e)
Erscheinungsdatum
12.02.2018
Abbildungen
Illustrations, black and white
Verlag
Pan macmillan Ltd.Seitenzahl
220
Maße (L/B/H)
21.6/14/1.3 cm
Gewicht
291 g
Farbe
Schwarz / Karamell
Sprache
Englisch
ISBN
978-0-85719-609-5
Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you 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, 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.
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