Description
If you want to influence someone's decision-making, you first need to understand what drives it. Richard Shotton, in his book, addresses how the decision-making process typically unfolds, whether it concerns a trivial consideration like what to eat or a significant topic such as changing jobs. He examines how our behavior is influenced by psychological shortcuts and biases, presenting his findings in the context of creating effective advertising campaigns. He draws on evidence from both academic settings and marketing practice, as well as his own experiments. Each chapter is supplemented with a rich set of examples that illustrate the application of the given bias in practice. The book is concise and to the point, avoiding complex formulations and dry scientific terminology, and instead strives to be accessible to everyone.
Information
Author: Shotton Richard
Publication date: November 18, 2020
Manufacturer: DOBROVSKÝ s.r.o.
Genres: Psychology, Personal development, Books, Specialized and technical literature, Social sciences, Non-fiction literature
Type: Books - paperback
Pages: 216
ISBN/EAN: 9788076425484