The Illusion of Choice cover art

The Illusion of Choice

16½ psychological biases that influence what we buy

 Preview
LIMITED TIME OFFER

3 Months Free + £10 Audible voucher

£5.99/mo after 3 months. Cancel monthly.
Get this deal
Offer ends on 5 July 2026 at 11:59 BST.
More purchase options

The Illusion of Choice

By: Richard Shotton
Narrated by: Simon Cole
Get this deal

£5.99/mo after 3 months. Offer ends on 5 July 2026 at 11:59 BST. Cancel monthly.

Buy Now for £11.10

Buy Now for £11.10

The compelling new book by Richard Shotton, author of The Choice Factory.

Every day, people make hundreds of choices.

Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?

These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.

The Illusion of Choice identifies the 16¬O most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these to win customers, retain customers and sell more.

Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.

You'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more.

You simply cannot afford to miss The Illusion of Choice.

 Business Communication Career Success
adbl_web_anon_alc_button_suppression_t1
All stars
Most relevant
If you like the choice factory, you will like this too. Clever marketing insights that give you a new perspective

Doesn’t disappoint

Something went wrong. Please try again in a few minutes.
Lots of great chapters and examples. This is very accessible and takes a lot of pointers from his previous book.

concise and accessible

Something went wrong. Please try again in a few minutes.
A book with Useful concepts and Interesting experiments. I enjoyed it and was taking notes 🤭

Useful concepts and Interesting experiments

Something went wrong. Please try again in a few minutes.
A book that will cross disciplines. Every single thing can be applied with great success in leadership. I have used to great effect the Eskimo joke to illustrate the fact that people have different ways of understanding what standardisation means.

I have listened twice in the row, and it will be my choice to go to place for ideas.

Brilliant

Something went wrong. Please try again in a few minutes.