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The Choice Factory

25 behavioural biases that influence what we buy

The book delves into 25 cognitive biases that shape consumer behavior and decision-making, drawing on psychology and real-world experiments. It provides insights into how these biases affect purchasing choices and offers strategies for marketers to apply this knowledge in influencing consumer behavior.

Key points:

1. Pratfall Effect: Brands admitting flaws are more appealing as they seem more human and relatable.

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