Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas in The Illusion of Choice and is the co-author of Hacking the Human Mind.

• PrefaceIntroductionThe 25 Biases1. The Fundamental Attribution Error2, Social Proof3. Negative Social Proof4. Distinctiveness5. Habit6. The Pain of Payment7. The Danger of Claimed Data8. Mood9. Price Relativity10. Primacy Effect11. Expectancy Theory12. Confirmation Bias13. Overconfidence14. Wishful Seeing15. Media Context16. The Curse of Knowledge17. Goodhart's Law18. The Pratfall Effect19. Winner's Curse20. The Power of the Group21. Veblen goods22. The Replicability Crisis23. Variability24. Cocktail Party Effect25. ScarcityEthicsConclusionReferencesFurther readingIndex

A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions.

Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas in The Illusion of Choice and is the co-author of Hacking the Human Mind.

• PrefaceIntroductionThe 25 Biases1. The Fundamental Attribution Error2, Social Proof3. Negative Social Proof4. Distinctiveness5. Habit6. The Pain of Payment7. The Danger of Claimed Data8. Mood9. Price Relativity10. Primacy Effect11. Expectancy Theory12. Confirmation Bias13. Overconfidence14. Wishful Seeing15. Media Context16. The Curse of Knowledge17. Goodhart's Law18. The Pratfall Effect19. Winner's Curse20. The Power of the Group21. Veblen goods22. The Replicability Crisis23. Variability24. Cocktail Party Effect25. ScarcityEthicsConclusionReferencesFurther readingIndex

A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions.

Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas in The Illusion of Choice and is the co-author of Hacking the Human Mind.

• PrefaceIntroductionThe 25 Biases1. The Fundamental Attribution Error2, Social Proof3. Negative Social Proof4. Distinctiveness5. Habit6. The Pain of Payment7. The Danger of Claimed Data8. Mood9. Price Relativity10. Primacy Effect11. Expectancy Theory12. Confirmation Bias13. Overconfidence14. Wishful Seeing15. Media Context16. The Curse of Knowledge17. Goodhart's Law18. The Pratfall Effect19. Winner's Curse20. The Power of the Group21. Veblen goods22. The Replicability Crisis23. Variability24. Cocktail Party Effect25. ScarcityEthicsConclusionReferencesFurther readingIndex

A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions.