BOOKS
Richard is the author of two best-selling behavioural science books:
THE CHOICE FACTORY
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 workplace moves, he investigates how our behaviour is shaped by psychological shortcuts.
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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 an advertising essential.
Available
in 15
languages
#1
Amazon
bestseller
Winner
BBH'S
World Cup of
Advertising Books
Best Sales and Marketing book
Business Book
Awards 2019
The Choice Factory is a fun easy read packed with sound research that marketers can apply to their businesses immediately.
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NIR EYAL
Author, Hooked: How to Build Habit-Forming Products
Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you – using simple words and examples that real people can understand.
DAVE TROTT
Creative Director, Author of Predatory Thinking &
Founder of three creative agencies
Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry.
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PHIL BARDEN
Author of Decoded: The Science Behind Why We Buy
This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy – and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is.
RORY SUTHERLAND
Columnist for The Spectator &
Executive Creative Director, Ogilvy One
Get in touch to find out how we can help you at richard@astroten.co.uk
THE ILLUSION OF CHOICE
Every day, people make hundreds of choices.
Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?
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These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.
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The Illusion of Choice identifies 16 1/2 important psychological quirks that everyone in business needs to be aware of today — and shows how any business can take advantage of these quirks to win customers, retain customers and sell more.
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You’ll learn to take advantage of the peak-end rule, the power of precision, the wisdom of wit — and much, much more.
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You simply cannot afford to miss The Illusion of Choice.
#1
Amazon
bestseller
Required reading,
IPA Foundation Certificate
Available
in 9
languages
No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern marketing.
RORY SUTHERLAND
Author of Alchemy, Vice-chairman of Ogilvy
Marketers are likely to be enriched intellectually and commercially by this book, which offers a trove of useful insights that are both grounded in scientific research and presented compellingly.
ROBERT CIALDINI
Author of Influence and Pre-Suasion
A short guide to applying behavioural economics to marketing, this book is both fun and useful.
A great little bag of tricks!
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LES BINET
Group Head of Effectiveness
Adam & Eve DDB
Surprising and practical… Those other books look good on the bookshelf, behind your head in Zoom calls. This book you’ll actually use.
DAVE TROTT
Creative Director, Columnist at Campaign & Founder of multiple ad agencies
