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Richard Shotton, author of “The Choice Factory” talks about how marketers leverage human bias

by Kay Corry Aubrey

Richard Shotton is considered one of the most talented brand strategists in the UK. He’s also author of The Choice Factory: 25 Behavioral Biases That Influence What We Buy”, which looks at the psychological factors that weigh into the decisions people make in their everyday lives. His book won BBH Labs’ 2018 World Cup of Advertising, outperforming Ogilvy on Advertising as one of the most significant books on advertising of all time. Richard and I talked about the ideas in his book and why they matter to marketers, UX-ers or anyone who might benefit from understanding the motivations that drive human behavior.
Here’s a link to the published interview that appeared in the Fall 2019 issue of QRCA VIEWS Magazine

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