the illusion of choice


the illusion of choice

thinktv is pleased to welcome back Richard Shotton, behavioural science consultant and author of the acclaimed book The Choice Factory, as he launches his compelling new book, The Illusion of Choice (out March 28, 2023).

Every day, people make hundreds of choices. Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether or not to renew a subscription?

These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted, and marketed can radically alter how customers behave.

The Illusion of Choice identifies the 16 ½ most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these quirks to win customers, retain customers and sell more.


Founder, Astroten

Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising; his new book, The Illusion of Choice, is out March 28, 2023.

Richard started his career as a media planner 20 years ago, working on accounts such as Coke and Lexus, before specialising in applying behavioural science to business problems.

He is the founder of Astroten, a consultancy that applies behavioural science to marketing.

He regularly runs training sessions with brands, big and small, using insights from behavioural science to help solve their problems.