How Subtle Biases Completely Change Your Choices

In 'The Choice Factory', Richard Shotton delves into the world of behavioural economics, presenting 25 cognitive biases that shape consumer decisions. The book is written in an entertaining and highly-accessible format, with each chapter addressing a different bias and providing simple ways to apply it to marketing challenges. Shotton draws on evidence from academia, real-life ad campaigns, and his own original research, and includes insights from interviews with prominent thinkers in advertising. The book covers a range of biases, from priming and the pratfall effect to charm pricing and the curse of knowledge, making the science of behavioural economics accessible for marketing applications.

In 'The Expectation Effect', David Robson delves into the cutting-edge science of how our mindset influences every facet of our lives. The book highlights the power of the expectation effect, where what we believe can significantly impact our reality. Robson discusses topics such as the placebo and nocebo effects, how expectations can affect health outcomes, and how reframing our thoughts can improve fitness, reduce anxiety, and even extend our lives. The book is backed by extensive research and provides practical advice on managing expectations to achieve a better life.