The Illusion of Choice

Commercial choices can seem personal and deliberate, but small changes in how products are presented can strongly influence what people choose. Drawing on academic research, advertising examples and field studies, Richard Shotton examines the psychological factors that shape behaviour at the point where marketing meets the customer.

The book offers a practical overview of customer decision-making and the ways marketers can use insight more effectively. It will appeal to readers interested in business, consumer behaviour and improving the impact of marketing messages.