In the age of infobesity, content shock, and choice paralysis – getting solid advice on any subject can be extremely difficult. Marketers today are obsessed with brand purpose, shiny-automated-dashboards, Big Data & artificial intelligence. Each business hoping to differentiate, to be the first to discover and use “the next big thing in marketing.” Marketers and advertisers, like everyone picking out their next “self-help” book, are AWASH with options. But, if we reduce the complexity of choice down to a single element – cognitive bias – we can start to appreciate the genius behind The Choice Factory. The author is careful to point out that there is not a GRAND THEORY of advertising and marketing. People make decisions for a variety of reasons – so why not focus in on that moment of decision; what forces compel us to CHOOSE one thing over another? Shotton boils consumer behavior down to a collection of 25 cognitive biases that, for this book, makeup the bulk of decision making. Cognitive biases effect the way we make choices, the products we choose to buy, and more importantly, biases are the foundation for our beliefs about the world. By incorporating real studies from the fields of psychology and sociology, and case studies of brands that have used these biases, or failed to use them, “The Choice Factory” is a useful, inspirational, well-crafted book that every self-respecting marketer and advertiser needs to read. PS - I wanted to give the book 5 Stars, but I stopped when I saw EVERY review has been 5 Stars. There is cognitive bias from the book itself, at work here - The Pratfall Effect - seeing all 5's might lead someone to believe the reviews are paid for - seeing a 4 makes the book real - makes it seem like Shotton isn't perfect (which he is) - but he's worth a chance (which he isn't. . . it's a sure bet) -->
在信息过剩、内容冲击和选择麻痹的时代——在任何主题上获得可靠的建议都非常困难。今天的营销人员痴迷于品牌目标、闪亮的自动化仪表板、大数据和人工智能。每个企业都希望与众不同，成为第一个发现和使用“营销中的下一件大事”的企业。 营销人员和广告商，就像每个挑选下一本“自助”书籍的人一样，都充满了选择。但是，如果我们将选择的复杂性降低到一个单一的元素——认知偏差——我们就可以开始欣赏选择工厂背后的天才。 作者小心地指出，没有广告和营销的大理论。人们出于各种原因做出决定——那么为什么不专注于做出决定的那一刻呢？是什么力量迫使我们选择一件事而不是另一件事？ 肖顿将消费者行为归结为 25 种认知偏见的集合，在本书中，这些偏见构成了大部分决策。认知偏见影响我们做出选择的方式，我们选择购买的产品，更重要的是，偏见是我们对世界的信念的基础。 通过结合心理学和社会学领域的真实研究，以及使用或未能使用这些偏见的品牌的案例研究，“选择工厂”是一本有用、鼓舞人心、精心制作的书，每个有自尊的营销人员广告客户需要阅读。 PS - 我想给这本书 5 星，但是当我看到每条评论都是 5 星时我就停下来了。这本书本身存在认知偏差，在这里起作用 - Pratfall 效应 - 看到所有 5 分可能会让人相信评论是付费的 - 看到 4 分让这本书变得真实 - 让肖顿看起来并不完美（其中他是）-但他值得一个机会（他不是……这是一个肯定的赌注）-->
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