Book Review: "The Choice Factory" by Richard Shotton

Well, yes I'm back to reading about the amount of choice we have in the modern world and how advertisers are harnessing our attention. I've read many books about material consumerism and how marketing is exploiting our biases to create narratives around items they are trying to sell to us through advertising products linked to lifestyles. Consumerism has always been an interest to me because I like to think 'hey, they could never fool me' and then I buy candles with weird names like 'A Calm and Quiet Place' or 'Old Library'. It's a weird and wonderful world out there and after listening to Rory Sutherland's Hacking the Unconscious and reading his book entitled Alchemy some time ago - I'm ready to explore further.

The book begins by establishing the concept of behavioural biases and their significance. Shotton draws on classic psychological experiments and real-world marketing examples to explain how people often make irrational choices. He emphasises that understanding these biases isn’t just academic; it can have practical implications for crafting persuasive messages and designing consumer experiences. This is a really interesting book because of the fact it doesn't just go through the different ways to create an effective advertisement, but it also looks at the ways in which people are biased and evaluates experiments to see how effective these common beliefs about marketing really are.

One of the first biases Shotton introduces is the Mere Exposure Effect. This principle states that people tend to favour things they’ve encountered repeatedly, even if they’re unaware of the exposure. He illustrates this with the rise of advertising jingles and repetitive slogans, showing how familiarity breeds preference, whether for a brand or a product. There is a part of the book where he analyses a theory in which people who shop in a supermarket tend to pick up the same 150 items every time despite there being over 30'000 to choose from. It's an interesting analysis and I hope you all read it and evaluate your choices - perhaps I'll stop clicking on 'favourites' on my Ocado buys from now on and try something more adventurous. (We both know that isn't going to happen).

Shotton then moves on to the Social Proof Effect, where individuals are influenced by the behaviour of others. Using the example of long queues outside nightclubs or bestseller stickers on books, he demonstrates how marketers can leverage this bias to signal popularity and desirability. The concept is rooted in our innate need to conform, especially in uncertain situations. It's interesting that things try to make themselves stand out in order to reach to our inate want to be like everyone else. But I think it makes sense for something like a social media brand. For example: I usually skip over any book that says 'TikTok made me buy it' because I either know it's going to be awful or I don't really want to read the same things as tweens on TikTok are pretending to read. My desire to conform is rooted in my hatred for social media madness. I don't know what this means but I think perhaps if you're reading this - you are the same. And thus, I've answered my own question.

Another key bias explored is Loss Aversion. People tend to feel the pain of losing something more acutely than the pleasure of gaining something equivalent. Shotton explains how this principle can be applied in pricing strategies or limited-time offers, such as “buy now before it’s gone” messaging, to nudge consumers towards making purchases. I think this is a fantastic marketing ploy. Every time I am on Amazon I constantly see 'one left' or 'two left' on used books only to come back some time later (perhaps, a few days) and see they are still there. These letterings normally appear in dark red and bold font, making it seem like an urgent warning as we associate the colour and font with danger. The more I think about it, the more I regret hitting 'buy' out of habit.

The Authority Bias is another fascinating phenomenon. People are more likely to trust and act on advice from perceived experts or authority figures. Shotton uses historical campaigns featuring doctors endorsing cigarettes or athletes promoting sports drinks to highlight how authority can lend credibility to a brand, even when the association is tenuous. Anyone who read my review on May Contain Lies by Alex Edmans should know that perceived experts are always flawed. That book made me look at life in a whole new way. If you're interested then you should be reading May Contain Lies first before you handle this one.

In exploring the Scarcity Effect, Shotton illustrates how perceived rarity can heighten a product’s appeal. Limited-edition items, flash sales, or countdown timers on e-commerce sites create a sense of urgency, tapping into consumers’ fear of missing out (FOMO). He connects this behaviour to our evolutionary past, where scarcity signalled survival value. I have been taken in by the 'limited edition' sticker many times when buying things. Actually, it's kind of embarrassing. I've bought everything from coffee to perfume because it is limited edition. I can tell you that I am hoping that this book has changed that for me.

A particularly compelling chapter focuses on Confirmation Bias. Shotton explains how people tend to seek out information that aligns with their existing beliefs and ignore contradictory evidence. Marketers can exploit this by tailoring messages to their target audience’s preconceptions, ensuring the message feels personally relevant and reinforcing their brand loyalty. I've always been interested in brand loyalty mainly because I find myself to be loyal to certain brands myself. I'm loyal to San Pellegrino Sparkling Water, Nespresso Coffee, Yankee Candles, Fortnum and Mason Tea and things such as Innocent Orange Juice and Lipton Peach Iced Tea. When I analyse why, perhaps I don't really know the answer other than: these are the brands that have always delivered on quality. But that doesn't mean that others don't.

There are many more, but I don't want to keep you for too long. And thus, Shotton concludes with practical advice for marketers, stressing the importance of testing and experimentation. He advocates for small, iterative changes informed by behavioural science rather than relying solely on gut instinct. By applying these principles systematically, businesses can better predict consumer reactions and optimise their strategies.