Request Inspection Copy

If you are an Academic or Teacher and wish to consider this book as a prescribed textbook for your course, you may be eligible for a complimentary inspection copy. Please complete this form, including information about your position, campus and course, before adding to cart.

* Required Fields

To complete your Inspection Copy Request you will need to click the Checkout button in the right margin and complete the checkout formalities. You can include Inspection Copies and purchased items in the same shopping cart, see our Inspection Copy terms for further information.

Any Questions? Please email our text Support Team on


Email this to a friend

* ALL required Fields

Order Inspection Copy

An inspection copy has been added to your shopping cart

Choice Factory: 25 behavioural biases that influence what we buy

by Richard Shotton Harriman House
Pub Date:
Pbk 200 pages
AU$36.99 NZ$39.12
Product Status: Not Our Publication - we no longer distribute
add to your cart
Winner Sales and Marketing Book of the Year 2019 in The Business Book Awards


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.



Those working in advertising agencies and marketing departments. Those with a general interest in social psychology, behavioural science and buying behaviour.




The 25 Biases

1. The Fundamental Attribution Error

2, Social Proof

3. Negative Social Proof

4. Distinctiveness

5. Habit

6. The Pain of Payment

7. The Danger of Claimed Data

8. Mood

9. Price Relativity

10. Primacy Effect

11. Expectancy Theory

12. Confirmation Bias

13. Overconfidence

14. Wishful Seeing

15. Media Context

16. The Curse of Knowledge

17. Goodhart's Law

18. The Pratfall Effect

19. Winner's Curse

20. The Power of the Group

21. Veblen goods

22. The Replicability Crisis

23. Variability

24. Cocktail Party Effect

25. Scarcity






Further reading




The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own. Ian Leslie, author of Born Liars and Curious


The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own. Ian Leslie, author of Born Liars and Curious

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. Phil Barden, author of Decoded: The Science Behind Why We Buy


Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining. Dominic Mills, ex-editor of Campaign


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, ex-creative director, weekly columnist in trade journal, Campaign, and author of three books on advertising (Predatory Thinking, Creative Mischief, 1+1=3)


In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing. Mark Ritson, weekly columnist for Marketing Week and Professor at Melbourne Business School


A top class guide for those who want to put BE to work, rather than just illuminate their journey to work. Mark Earls, author of Herd


If you’re a marketer, understanding what really makes people tick - as opposed to what they might tell you – is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don’t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers. Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters

Richard Shotton has 17 years’ experience in advertising and in that time, has worked on a wide variety of clients including Coca-Cola, 118 118, and Halifax. For four years he was head of the award-winning Insight department at Zenith. He is now Deputy Head of Evidence at Manning Gottlieb OMD.