Bias 01 - The Fundamental Attribution Error: We overvalue personality and undervalue context when analysing behaviour.

Richard Shotton’s application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining. The Choice Factory: 25 behavioural biases that influence what we buy by Richard Shotton ebook creator PDF / EPUB File Name: The_Choice_Factory_-_Richard_Shotton.pdf, The_Choice_Factory_-_Richard_Shotton.epub Two weeks later the campaign results arrived. There was a 10% improvement in the cost per donation. The simple application of a 40-year-old bias had improved a modern ad campaign. Bias 20 - The Power of the Group: We experience stronger emotional responses to adverts when we are part of a group than we do when we view them as individuals.Nudges do not change all people, all the time. Different people will react to a nudge in different ways.

Bias 03 - Negative Social Proof: We feel less bad for doing something wrong, when we know lots of other people already do it. An example from Seth Stephens-Davidowitz illustates the problem. He looked at the gender of Katy Perry Facebook fans and found that they were overwhelmingly female. However, Spotify listening data revealed the gender split was much more balanced: Perry was in the top ten artists for both genders. If the music label used the Facebook data to target their advertising they’d be way out. The Pratfall effect: Admitting flaws may increase appeal if presented in the right light. The tangible evidence of honesty increases the credibility of other claims. But the effect is multiplicative: strong brands appear stronger, while weak weaker. It’s your task to pinpoint these moments of inattention. When targeting rejecters, brands should prioritise media such as radio, which tend to be consumed while people are doing something else.This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy - and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is." --Rory Sutherland, columnist for The Spectator and Executive Creative Director, Ogilvy One Meanwhile The Pratfall Effect was a memorable chapter (flaws increase the appeal of a brand), brought to life through some good old-fashioned 1960s dry copy: “WE HAVE A RATHER REPULSIVE OLD MAN who with his child-wife, are looking for an elegant town res. Pref Belgravia… price not important but must be realistic as he has, at least, his head screwed on the right way… Oh advertising, how you've grown(?) The book I'm most thankful for? Where the Sidewalk Ends by Shel Silverstein. My mother and father would read me poems from it before bed — I'm convinced it infused me not only with a sense of poetic cadence, but also a wry sense of humor.” Katharine McGee is grateful for the Redwall series by Brian Jacques. Chris Bailey Photography, Firebird