Rory Sutherland says that The Choice Factory is a Haynes manual for behavioural science.
And he’s not wrong.
Richard Shotton’s book is simply structured with 25 short chapters, each explaining a behavioural bias, the academic research behind it and its application to advertising. Shotton, as always, manages to be endlessly interesting and endlessly practical.
Recommended reading for anyone who finds themselves drawn to behaviour science.
Buy your copy here.