The Choice Factory by Richard Shotton explores the hidden behavioural biases that shape the way people think, decide, and spend. Drawing on practical examples from marketing and consumer behaviour, this book reveals why buyers often act irrationally — and how small shifts in framing, context, and messaging can influence outcomes.
Ideal for marketers, entrepreneurs, brand managers, and curious readers, The Choice Factory offers a sharp, accessible look at the psychology behind purchasing decisions. With 25 concise insights, it helps you understand what drives attention, preference, and action in the real world.
