Recommended reading: Behavioural science experiments and how to work smarter

The Choice Factory
By Richard Shotton
Marketing Week columnist and deputy head of evidence at Manning Gottlieb OMD Richard Shotton says there are 25 biases that influence the choices consumers make about the products they buy. In his book, which is an overview of how behavioural science experiments can be applied to marketing and advertising, he runs through the full list. If advertisers are aware of the biases, and adapt their products and