The Illusion of Choice by Richard Shotton is a sharp, accessible look at the hidden forces that shape consumer behaviour. Drawing on 16 ½ psychological biases, the book explains why people often buy what they do—and why the choices that feel rational are frequently influenced by context, emotion, and subtle cues.
Ideal for marketers, entrepreneurs, and curious readers, this book offers practical insights into decision-making, persuasion, and consumer psychology. If you want to understand what really drives purchases and how smart businesses can use that knowledge ethically, The Illusion of Choice is an engaging and useful read.
