The Illusion of Choice: 16½ psychological biases that influence what we buy

Reviews

greatest hits

Super easy to read and understand (I’m dyslexic so sometimes struggle with books). If you like books by Rory Sutherland and Dan Ariely, you'll love this. Fascinating read and easily to apply. This books is a fantastic read.

Chris Rawli

Behavioural science won’t take your job, someone who uses behavioural science will. Packed full of behavioural insights and structured in an easy-to-read style, The Illusion of Choice uses experiments and practical applications to give readers another box full of tools.

Gordon

Richard always writes in a clear and pithy way, so although the analysis and experiments are 'intellectual' the real world findings are completely practical. Highly recommend this book especially if you’re a leader (or want to be) of anything, or work in marketing. Great work Richard!

Aaron

In that respect, it could actually lead you to better decisions and possibly even save you a fortune. However, Richard has written another belter! Essential for anyone working in marketing or communications, but also for anyone wanting to better understanding their own purchasing thought processes. A follow up to the brilliant book, The Choice Factory, was always going to be a tough gig.

R

Absolutely loving this book by Richard Shotton. Shotton has written another vital read for all marketers Packed with loads of sometimes surprising examples & results of research. It's very easy to read, informative and entertaining.

Matt Callanan

I read this book, then immediately read it again and I've already started to think about how I can apply the principles. Read this on holiday and was incredible.

It's similar in some ways to Dan's book Predictable Irrational as it covers a lot of the mental shortcuts, and seemingly illogical ways we make decisions. If you liked The Choice Factory this is an essential purchase. One reason I love about this book is that it presents ideas as a story, explains the idea and the gives you actionable tips on how you can use them in your marketing.