The Choice Factory by Richard Shotton is a must-read for anyone looking to understand the psychological biases that shape human decision-making, particularly in marketing. Through 25 concise and engaging chapters, Shotton explores cognitive biases—such as priming, charm pricing, and the pratfall effect—illustrating how they influence daily choices, from trivial purchases to major life decisions. Drawing on academic research, real-world ad campaigns, and interviews with leading advertising experts, he provides actionable insights that marketers can immediately apply. Written in an accessible and entertaining style, The Choice Factory is an essential guide to behavioral economics for anyone in the business of influencing consumer behavior.

The Illusion of Choice by Richard Shotton explores the hidden psychological biases that influence consumer decision-making and how businesses can leverage them to drive sales and retention. Drawing from behavioral science, advertising case studies, and original field research, Shotton presents 16½ key biases that subtly shape purchasing behavior. He demonstrates how seemingly minor tweaks in positioning, promotion, and messaging can significantly impact customer choices. This practical and engaging guide is essential for marketers, business leaders, and anyone looking to understand the intersection of psychology and consumer behavior.