The Choice Factory by Richard Shotton

Easy-to-apply behavioural economics

Richard Shotton is a well-renowned marketing guru and behavioural scientist and, in his own words, 'interested in how social psychology and behavioural science can be applied to advertising to make it more effective'

He founded Astroten, a consultancy that applies findings from behavioural science to improve marketing. Prior to that he was Head of Behavioural Science at Manning Gottlieb OMD.

In writing this book, Richard's aim is to share with the rest of us how he understands what makes humans tick, how decisions are made and how to change behaviour.

Directly applicable to Insight teams

The academic field of behavioural science, otherwise known as behavioural economics, is vast and complex. What Richard has managed to do in this book is make it directly accessible in an engaging way - taking you through a typical day of decision making in 25 short entertaining chapters. Each chapter looks at a specific cognitive bias and outlines simple ways to apply it to your own marketing challenges. 

Richard calls 'The Choice Factory' the new advertising essential and we would also advocate it as the new Insight essential, as it directly talks to influencing senior decision-makers within our organisations. After all, they are human too!

Quick links

Please click here to access the IMA's writing about behavioural economics and nudging decision-makers

Please click here to explore the IMA's training in behavioural economics for Insight

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