The Choice Factory: 25 behavioural biases that influence what we buy

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In his latest article, Richard Shotton looks at delivering distinctiveness and looks at resolving the principal-agent problem.

Richard is the Founder of Astroten, a consultancy that applies findings from behavioural science to marketing.When the policy was seen to come from their own party, they were significantly more likely to agree with the policy.

Football supporters from each side counted more fouls against their team than fouls committed by their own team.The participants then had to predict the outcome of the race and their confidence in their prediction. Everyone assumes that brands are imperfect and fallible, so if a brand is open about its failings, it can position itself to persuade consumers that its weaknesses are inconsequential. The potential upside is large and the downside is minimal, then insisting on 95% certainty is misguided.

Maximisers want to know that their product is perfect; satisificers want reassurance it won’t be rubbish. Admitting weakness is a tangible demonstration of honesty and, therefore, makes other claims more believable. In the bitter aftermath the academics showed footage of the game to 324 Princeton and Dartmouth students and asked them to count the number of fouls committed by each side. Our behaviour is heavily influenced by the environment we are in (we underestimate the importance of context over personality).It provides a welter of practical advice on how behavioural science can be harnessed by businesses . If you make a living from selling, or you want to understand more about how other people are selling stuff to you, then this is a good, quick-to-read primer on 25 behavioural biases that influence . He analysed data from 50,000 people who his recruitment software company had helped find jobs and discovered that browser choice accurately predicted their performance. Those who had heard the argument at the same time as the silent film were more likely to have changed their opinion.

Your main task this afternoon is to interview the last two candidates for the position of manager on your team.However, Spotify listening data revealed the gender split was much more balanced: Perry was in the top ten artists for both genders.