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  • APG

A Review of Richard Shotton's Book - The Illusion of Choice

With ‘The illusion of choice: 16 ½ psychological biases that influence what we buy’, Richard has once again created an immensely readable, and immensely useful behavioural change text for anyone working in the marketing industries.

Richard, deftly combines a thorough analysis of academic research, with his own studies and research, and his deep understanding of the marketing industry. The book feels rigorous without ever seeming overly academic. The way he applies the theory to relatable examples immediately sets your mind off racing, about ways in which you could apply the biases to the tasks and challenges currently facing you in your work. My copy is already well thumbed, and I have already seen the tools within it and examples quoted used in presentations to sell ideas.

This is a book you will return to again and again. It will make you think. It will provoke new ideas and it will make you better at your job.


Jessica Lovell

Founder and CSO at Wonderhood Studios

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