--- product_id: 59772431 title: "The Choice Factory: The award-winning guide to behavioural science and marketing" price: "161.65 DT" currency: TND in_stock: true reviews_count: 13 url: https://www.desertcart.tn/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science store_origin: TN region: Tunisia --- # The Choice Factory: The award-winning guide to behavioural science and marketing **Price:** 161.65 DT **Availability:** ✅ In Stock ## Quick Answers - **What is this?** The Choice Factory: The award-winning guide to behavioural science and marketing - **How much does it cost?** 161.65 DT with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.tn](https://www.desertcart.tn/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science) ## Best For - Customers looking for quality international products ## Why This Product - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Description Uncover the psychological shortcuts that shape every decision you make – and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' – Seth Godin, bestselling author of This is Marketing Review: A joy to read - I've read a couple of the classic books on behavioural economics ('Thinking, Fast and Slow' by Daniel Kahneman & 'Nudge' by Richard Thaler and Cass Sunstein), and whilst I found elements of those books interesting and they have clearly had a big influence, they were pretty dry and hard-going to read at times. 'The Choice Factory' is the perfect antidote-it's very accessible, easy-to-read and a real page-turner. I can't remember how I first stumbled across Richard Shotton but I have been following him on Twitter for a couple of months and he consistently tweets interesting and educational things which inspired me to purchase this book as soon as it was published. Within the first five pages I knew the book was special because it's incredibly well-written, it consolidates and simplifies a lot of the experiments I've read about in various books over the years and it taught me some new things. It's also very funny in places-I laughed out loud on more than one occasion. If you work in advertising/marketing then this book is clearly an essential purchase for you but even if you don't (as I don't), I would recommend this book to anyone as we are all consumers so we can all learn a thing or two from reading this book. If you've never read any books on behavioural economics before then is a great introduction to the subject and I can't wait to work my way through some of the books suggested in the 'Further reading' section at the end of 'The Choice Factory.' Review: Brilliant and a pleasure to read! - Brilliant and a pleasure to read! As a professional who's worked in the business of understanding consumer behaviour for over 30 years - working for some of the best global advertising agencies in the business - I've read a great number of books written on behavioural science. Both The Choice Factory and The Illusion of Choice by Richard Shotton are amongst some of the best there is. Praised by well-respected professionals in the industry, a multitude of recommendations for the two books can't be wrong. And they aren’t! Insightful, Informative, Entertaining, Concise, Full of real-world examples, Easy to read, Easy to understand, and Easy to remember. Pick them both up while you can. For the value they hold within, they’re a bargain! I come back to them, again, and again. ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | 16,002 in Books ( See Top 100 in Books ) 15 in Advertising (Books) 148 in Business Life (Books) 170 in Business Careers (Books) | | Customer Reviews | 4.6 out of 5 stars 889 Reviews | ## Images ![The Choice Factory: The award-winning guide to behavioural science and marketing - Image 1](https://m.media-amazon.com/images/I/819w8paHrhL.jpg) ## Customer Reviews ### ⭐⭐⭐⭐⭐ A joy to read *by M***S on 14 March 2018* I've read a couple of the classic books on behavioural economics ('Thinking, Fast and Slow' by Daniel Kahneman & 'Nudge' by Richard Thaler and Cass Sunstein), and whilst I found elements of those books interesting and they have clearly had a big influence, they were pretty dry and hard-going to read at times. 'The Choice Factory' is the perfect antidote-it's very accessible, easy-to-read and a real page-turner. I can't remember how I first stumbled across Richard Shotton but I have been following him on Twitter for a couple of months and he consistently tweets interesting and educational things which inspired me to purchase this book as soon as it was published. Within the first five pages I knew the book was special because it's incredibly well-written, it consolidates and simplifies a lot of the experiments I've read about in various books over the years and it taught me some new things. It's also very funny in places-I laughed out loud on more than one occasion. If you work in advertising/marketing then this book is clearly an essential purchase for you but even if you don't (as I don't), I would recommend this book to anyone as we are all consumers so we can all learn a thing or two from reading this book. If you've never read any books on behavioural economics before then is a great introduction to the subject and I can't wait to work my way through some of the books suggested in the 'Further reading' section at the end of 'The Choice Factory.' ### ⭐⭐⭐⭐⭐ Brilliant and a pleasure to read! *by J***N on 3 May 2025* Brilliant and a pleasure to read! As a professional who's worked in the business of understanding consumer behaviour for over 30 years - working for some of the best global advertising agencies in the business - I've read a great number of books written on behavioural science. Both The Choice Factory and The Illusion of Choice by Richard Shotton are amongst some of the best there is. Praised by well-respected professionals in the industry, a multitude of recommendations for the two books can't be wrong. And they aren’t! Insightful, Informative, Entertaining, Concise, Full of real-world examples, Easy to read, Easy to understand, and Easy to remember. Pick them both up while you can. For the value they hold within, they’re a bargain! I come back to them, again, and again. ### ⭐⭐⭐⭐ Very good. But not the very best... *by T***S on 24 June 2018* This is a very good and enjoyable book. However, muxch (and more) of the content is found from "Influence" or "Yes!" both by Prof Robert Caildini of Arazona State University. I personally think that his books have better explanations and narrative. I'd recommend buying all three if you are interested in this topic. But if you were to pick only one I would go with "Yes!". ## Frequently Bought Together - The Choice Factory: 25 behavioural biases that influence what we buy - The Illusion of Choice: 16½ psychological biases that influence what we buy - Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.tn/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science](https://www.desertcart.tn/products/59772431-the-choice-factory-the-award-winning-guide-to-behavioural-science) --- *Product available on Desertcart Tunisia* *Store origin: TN* *Last updated: 2026-07-26*