“No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern marketing.”
-Rory Sutherland, author of Alchemy, vice-chairman of Ogilvy

“This book will make you better at your job. If you’re trying to get your head around behavioural science, or how to apply it, look no further – Shotton has done all the hard work for you. Keep a copy within arm’s
reach – you’ll be coming back to it time and again.”
-Jonah Berger, marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious

“People behave in surprising ways, often driven by cognitive biases. The Illusion of Choice is a straightforward and practical guide to these biases and how to apply them. An essential read for every marketing
professional.”
-Matthew Syed, Olympian and author of Black Box Thinking

“Some books are designed to be impressive, written in complicated jargon. This book is designed to be useful, surprising, and practical, which is why it’s written in plain English. Those other books look good on the bookshelf or behind your head on Zoom calls. This book you’ll actually use.”
-Dave Trott, creative director, columnist at Campaign and multiple agency founder

“Richard’s approach to the world and to consumers is both radically different and incredibly scientific. Marketing is usually more about magic than science, but Richard shows us where to find the science and how to apply it to improve every element of our business. His first book, The Choice Factory, is one of my all-time favourites, and The Illusion of Choice is just as good. If you really want to understand your customers then this book is a must.”
-James Watt, founder of Britain’s largest craft brewery, BrewDog

“The Illusion of Choice explains lesser-known research in an easy-to-read manner to give consumers and businesses insights into how products persuade.”
-Nir Eyal, author of Hooked: How to Build Habit-Forming Products

“The Illusion of Choice is provocative and practical. Shotton utilises the best of behavioural science to demonstrate surprising ways you can improve your business.&