{"title":"Richard Shotton","description":"\u003cp\u003eRichard Shotton's books offer a compelling exploration of human behaviour through the lens of marketing and psychology. Blending research with practical insight, his work reveals the subtle forces shaping our decisions and the art of persuasion in business.\u003c\/p\u003e\n\n\u003cp\u003eReaders can expect clear, engaging narratives that challenge conventional wisdom and encourage a deeper understanding of consumer choice. His titles provide valuable lessons for anyone interested in the science behind influence and decision-making.\u003c\/p\u003e","products":[{"product_id":"hacking-the-human-mind-by-michaelaaron-flicker-9781804091326","title":"Hacking the Human Mind","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cem\u003eBehavioural Science Lessons from the Best\u003c\/em\u003e\u003c\/p\u003e\n\n\u003cp\u003eAll marketers aim to learn from the best. But how do you identify the tactics responsible for a company's success? A stab in the dark?\u003c\/p\u003e\n\n\u003cp\u003eHere's where behavioural science can help - because unlike much of marketing theory, it has a solid evidence base. Spot the behavioural biases, and you can understand why a tactic works.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eGet a Behavioural Superboost\u003c\/em\u003e\u003c\/p\u003e\n\n\u003cp\u003eBrands can be mystifyingly successful. Why are customers happy to pay a premium for things that should be free, like water; things that should be cheap, like milk; and things that would do the same job at half the price, like vacuum cleaners?\u003c\/p\u003e\n\n\u003cp\u003eIn \u003cem\u003eHacking the Human Mind\u003c\/em\u003e, we identify the behavioural-based approaches that helped take 17 leading brands to the top. So you can learn from the winners and power-up your marketing.\u003c\/p\u003e\n\n\u003chr\u003e\n\n\u003cp\u003e\u003cem\u003eWhat People Say about The Illusion of Choice and The Choice Factory\u003c\/em\u003e\u003c\/p\u003e\n\n\u003cp\u003e\"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.\"\u003cbr\u003e\n- Robert Cialdini, Author of \u003cem\u003eInfluence\u003c\/em\u003e and \u003cem\u003ePre-suasion\u003c\/em\u003e\u003c\/p\u003e\n\n\u003cp\u003e\"This book will make you better at your job. If you're trying to get your head around behavioural science, or how to apply it, look no further - Shotton has done all the hard work for you.\"\u003cbr\u003e\n- Jonah Berger, Author of \u003cem\u003eContagious\u003c\/em\u003e\u003c\/p\u003e\n\n\u003cp\u003e\"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.\"\u003cbr\u003e\n- Rory Sutherland, Author of \u003cem\u003eAlchemy\u003c\/em\u003e, Vice-chairman of Ogilvy\u003c\/p\u003e\n\n\u003cp\u003e\"Explains lesser-known research in an easy-to-read manner to give consumers and businesses insights into how products persuade.\"\u003cbr\u003e\n- Nir Eyal, Author, \u003cem\u003eHooked\u003c\/em\u003e\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Macmillan Publishers New Zealand Ltd","offers":[{"title":"Default Title","offer_id":46760757395692,"sku":"9781804091326","price":44.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/8927563482830.jpg?v=1756177135"},{"product_id":"the-illusion-of-choice-by-richard-shotton-9780857199744","title":"The Illusion of Choice","description":"\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe compelling new book by Richard Shotton, author of The Choice Factory \u003c\/p\u003e\u003cp\u003eEvery day, people make hundreds of choices. \u003c\/p\u003e\u003cp\u003eMany of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription? \u003c\/p\u003e\u003cp\u003eThese 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. \u003c\/p\u003e\u003cp\u003eThe Illusion of Choice identifies the 171\/2 most 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. \u003c\/p\u003e\u003cp\u003eRichard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer. \u003c\/p\u003e\u003cp\u003eYou'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit - and much, much more. \u003c\/p\u003e\u003cp\u003e You simply cannot afford to miss The Illusion of Choice.\u003c\/p\u003e","brand":"Gardners Books Ltd","offers":[{"title":"Default Title","offer_id":48401879695596,"sku":"9780857199744","price":56.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9780857199744-the-illusion-of-choice-1.jpg?v=1790029641"},{"product_id":"the-choice-factory-by-richard-shotton-9781037428579","title":"The Choice Factory","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003eBefore you can influence decisions, you need to understand what drives them. In \u003cem\u003eThe Choice Factory\u003c\/em\u003e, Richard Shotton sets out to help you learn.\u003c\/p\u003e\n\n\u003cp\u003eBy 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. 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.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eThe Choice Factory\u003c\/em\u003e 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.\u003c\/p\u003e\n\n\u003cp\u003eFrom 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.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eThe Choice Factory\u003c\/em\u003e is the new advertising essential.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Macmillan Publishers New Zealand Ltd","offers":[{"title":"Default Title","offer_id":68042838245612,"sku":"9781037428579","price":50.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781037428579-the-choice-factory-1.jpg?v=1793682274"}],"url":"https:\/\/bookhero.live\/collections\/richard-shotton.oembed","provider":"Book Hero","version":"1.0","type":"link"}