The Illusion of Choice

Commercial choices can seem personal and deliberate, but subtle changes in how products are presented can change what people choose. Richard Shotton draws on academic research, past ad campaigns, and original field studies to show how psychological quirks shape behaviour at the point where marketing meets the customer.

The result is a practical snapshot of what matters in everyday business decisions. It suits readers who want a clearer view of customer behaviour and a sharper sense of how to win attention, encourage repeat purchases, and make messages more effective.