What this book covers
Richard Shotton organises behavioural science around individual biases, linking research with marketing situations. This makes it useful for selecting a topic for a team discussion without reading straight through. The Marketing Society review also notes that biases can conflict, a reason to judge each proposed application in its context.
Bring it to your work
Turn one proposed behavioural explanation into a comparison that could show the explanation is wrong. PMC editorial prompt, not a quoted book exercise or tested outcome.
Access and review scope
Paid book; price varies by retailer and format. Full book not read; sample contents and preface inspected. Underlying studies were not audited. Use ideas as hypotheses to test; no conversion gains are established.
External reviews & commentary
These are other readers’ assessments, summarised with their original source and context. Recommendations, review fees and earlier editions are identified below.
The Marketing Society: Rod Gillies ↗
Gillies values the accessible writing, primary research references and small experiments. He also notes that biases may conflict with one another, supporting a contextual approach to applying them rather than treating each as a universal marketing rule.
Context: Review of the original work, published in 2019; not a verification of every underlying experiment.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
Hacking the Human Mind →
Choose this for the same broad subject approached through seventeen brand case studies.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Paperback; numbered edition unspecified
- Format
- paperback
- Reference edition date
- 12 February 2018
- ISBN-13
- 9780857196095
Publisher or author description reviewed. Sources checked . Book not read in full.
Reading context: Evergreen discovery.
Selected public evidence; full book not read.
Access: Paid book; price varies by retailer and format.
Paid book; price varies by retailer and format.
Full book not read; sample contents and preface inspected. Underlying studies were not audited.
Use ideas as hypotheses to test; no conversion gains are established.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
Take the idea off the page.
What evidence would we need before assuming this bias changes behaviour in our category?
Talk with the collective
