The Choice Factory: 25 behavioural biases that influence what we buy
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One way consumer brains determine what is worthy of conscious attention is through personal relevance. Richard Shotton is a name whose contribution to the field of applied behavioral science in the context of marketing is impressive and telling.
It’s written for marketeers and advertisers with a strong focus on applicability – so strong that it almost tips into cynicism at times, but it’s rescued by Shotton’s cheerful and practical style.Ferguson promptly offloaded him in August 2001 to Lazio — keen to earn a high transfer fee before the decline became apparent to rival clubs. Three Ohio University psychologists, Hal Arkes, Cynthia Joyner and Mark Prezzo, ran an experiment in 1994 exploring this phenomenon. Meanwhile The Pratfall Effect was a memorable chapter (flaws increase the appeal of a brand), brought t
The foundation of the books hypothesis is that consumers rarely make decisions based purely on ration or logic and that, in part due to the amount of decisions modern consumers are required to make, they are susceptible to decision bias.
An experiment by Michael Deppe and his colleagues from the University of Munster, quantified the importance of media context.