Ebook Download , by Richard Shotton
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, by Richard Shotton
Ebook Download , by Richard Shotton
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Product details
File Size: 429 KB
Print Length: 221 pages
Publisher: Harriman House; 1st edition (February 12, 2018)
Publication Date: February 12, 2018
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B079DPPFBC
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Amazon Best Sellers Rank:
#107,719 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
In the age of infobesity, content shock, and choice paralysis – getting solid advice on any subject can be extremely difficult. Marketers today are obsessed with brand purpose, shiny-automated-dashboards, Big Data & artificial intelligence. Each business hoping to differentiate, to be the first to discover and use “the next big thing in marketing.â€Marketers and advertisers, like everyone picking out their next “self-help†book, are AWASH with options. But, if we reduce the complexity of choice down to a single element – cognitive bias – we can start to appreciate the genius behind The Choice Factory.The author is careful to point out that there is not a GRAND THEORY of advertising and marketing. People make decisions for a variety of reasons – so why not focus in on that moment of decision; what forces compel us to CHOOSE one thing over another?Shotton boils consumer behavior down to a collection of 25 cognitive biases that, for this book, makeup the bulk of decision making. Cognitive biases effect the way we make choices, the products we choose to buy, and more importantly, biases are the foundation for our beliefs about the world.By incorporating real studies from the fields of psychology and sociology, and case studies of brands that have used these biases, or failed to use them, “The Choice Factory†is a useful, inspirational, well-crafted book that every self-respecting marketer and advertiser needs to read.PS - I wanted to give the book 5 Stars, but I stopped when I saw EVERY review has been 5 Stars. There is cognitive bias from the book itself, at work here - The Pratfall Effect - seeing all 5's might lead someone to believe the reviews are paid for - seeing a 4 makes the book real - makes it seem like Shotton isn't perfect (which he is) - but he's worth a chance (which he isn't. . . it's a sure bet) -->
I love behavioral economics. I grew up with the concepts and find them to play incredibly vital roles in all the fields I work in. So, I’ve been delighted to see increasing coverage of the field (as well as neuroscience, neuromarketing, etc.). From the perspective of a marketer, Richard Shotton’s The Choice Factory is the best I’ve come across, and it’s not particularly close. It’s a tremendously robust and impressive effort, offering abundant opportunities for real implementation.The key reasons why I think this offering stands apart:• There are plenty of good surveys on the market of the cognitive biases and irrationalities inherent to all of us that have critical impacts on out decision-making. Some are even more comprehensive than this book in merely listing every behavioral bias researchers have investigated. But when you combine the breadth and the depth here, The Choice Factory is best in class. It devotes substantial attention to fully 25 biases. Each is given comprehensive treatment and, in each instance, practical applications and caveats are addressed in detail. That’s impressive coverage.• The variety of biases the author discusses runs the gamut and does a particularly good job of addressing the key psychological elements that most consumers confront as they go about their buyer journey. Biases related to mood; to price; to social context; to folks’ perceptions of others and so on so forth. Moreover, the breadth of the biases covered is outstanding and corresponds with an entire buying cycle, in some cases, multiple buying cycles.• Nice mix in covering some of the biases that are perhaps more familiar e.g., overconfidence, confirmation bias, price relatively, primacy, etc., with some that are less well known and at times counterintuitive such as the pratfall effect.• One of the best gifts Mr. Shotton offers is a succinct yet probing look at the evidence underlying the case for each bias and indeed, if the evidence isn’t convincing, or is being marshalled in a way it ought not be, that’s made clear. Indeed, an entire chapter is devoted to the “replicability crisis†– an alarming tendency over the years in which future researchers have been unable to replicate the initial findings of their colleagues.• Evidence also plays a strong role in what is a tremendous organizational structure of the book. The book is written at the reader, with the reader the main character at the beginning of each chapter, assuming the reader is going through an ordinary day, setting the common scenes where each bias has a chance to play itself out. Mr. Shotton then describes the behaviors that constitute the bias and then moves to discuss the historical and contemporary evidence.• Importantly and refreshingly, Mr. Shotton can speak from firsthand experience, having conducted an extensive amount of experimentation, replete with large sample sizes and statistically robust methodologies with his colleagues, so he’s able to truly bring his own credibly to bear. Next, Mr. Shotton will often discuss the underlying factors that the evidence suggests produces the bias. Where the evidence doesn’t tell a clear story, that’s made clear. Indeed, this is also an outstanding book to get some deep insight on sound experimentation method. In several of the chapters, Mr. Shotton discusses the nature of what optimal research into many of these biases ought to look like and compares the optimal to what’s actually been done.• Following the research discussion, Mr. Shotton moves directly to practical applications and they’re dynamite. Differing from some books where the application section is just too simple, in each chapter, Mr. Shotton discusses in detail at least three mechanisms via which a marketer might be able to make use of the bias at issue and the relative effectiveness and potential pitfalls for each of those approaches.• Bear in mind then, that this book is presenting you, the marketer, with 75 potential new tools to use.• Excellent job of noting when certain biases bear close relationships to one another and how some interact with others. Also excellent in describing the necessary conditions that must be in place for a bias to manifest itself in a way that’s practically relevant even at all.• I don’t intend this as criticism, but it should be noted that the examples in the book do tilt heavily toward B2C as opposed to B2B. But that’s to be expected, given that cognitive biases, while a business-wide and societal issue in the sense that we all suffer for them, are first and foremost about individual thinking.• The author calls a spade a spade and I agree with him. He comes down on the side of “watch what customers do†as opposed to listening religiously to what they say. There’s some excellent coverage of how to design surveys that are particularly effective in flushing out an honest individual answer and surveys your firm brings to market ought to be in conformity. The same is true of the principles shared in respect to customer observation.• As those who know the field will know, there are those who take ethical issue with markers utilizing behavioral “nudgesâ€. For a whole bunch of reasons – most notably, that’s it’s well proven that folks who make the effort to become educated about how their own minds work and to be self-aware are much tougher customers in terms of being nudged, so long as nothing truly outlandish is done, I see no ethical problem. That’s especially true because, wanting repeat customers, companies are going to work hard to give all buyers an outstanding customer experience, whether the purchase was inspired by a nudge or not.• What’s genuinely appreciated is Mr. Shotton devoting an entire chapter of the book to a serious treatment of ethical issues. He concludes, I think sensibly, that behavioral nudges are every bit as ethical as any other type of marketing that appeals to emotion and persuasion. He also argues sensibly that there is some inherent self-regulation; customers who feel swindled make for dangerous enemies.This book covers a ton of valuable ground in a power packed 202 pages. I strongly recommend it to marketers. These are tools that can be implemented immediately, blending right into ongoing campaigns. And I appreciate – and suspect you will too – that the author isn’t preaching here. He’s not making claims that employing these techniques will save bad businesses selling bad products. He sensibly argues that marketers ought to be using all the legitimate tools at their disposal, and these are nothing if not legitimate.**If nothing else, there’s simply no downside to marketers understanding the mental processes their customers are undergoing. And if you’re smart, you’ll also use this book as a chance to check your own self-awareness. We all succumb to the biases mentioned here sometimes, but staying disciplined, vigilant and aware helps a great deal. While offering so much more, The Choice Factory is worth its price just in what it teaches readers about the way their own mind works.Mr. Shotton, as it happens, will be in New York on June 4 speaking about the book and I’m excited to attend and get to meet him in person. Bravo for a wonderful offering.
If you work in advertising, as I do, then you know consumer behavior isn't logical or predictable. Richard Shotton draws upon decades of behavioral research, along with some of his own experiments, to outline a number of human biases that exist and how marketers can take advantage or overcome them.The Choice Factory is an amazing compilation of studies and takeaways, and Richard deftly organizes it all. It's a lot of information to take in so I had to read it in several bursts. But I'll keep in on my shelf since the information is so timeless. One thing to note: Richard uses a lot of British colloquialisms and references, but for Americans like me there's really nothing major that gets lost in translation ;-). Highly recommended!
I work in marketing by myself and I have to say this is one of 2 best books I have ever read on this topic. I read this book literally in 5 hours. I appreciate especially a strong focus on application (this is a thing so many writers lack!). And which is the second book? Shotton mentions its author in the first chapters of the book – so keep on reading guys. :) Fantastic work - more than recommended.
We need more books like this in marketing. And we need more people in marketing to embrace the results that behavioral science can help deliver. Richard Shotton has done an amazing job in boiling these real-world biases down so they're easily understood and easily acted on. It's a page-turning read that delivers fantastic (and sometimes counterintuitive) insights and how to apply them to your campaigns. Get it and be smarter at marketing, period.
Concise and easy to ready. An excellent manual for anybody working in marcom.Would have liked a bit of a cross culture take on the examples and research listed in the book.
Lots of knowledge jam-packed into short, easy-to-read chapters. Every Creative and Strategist should read this to better understand how to reach audiences.
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