The Illusion of Choice: 17 1/2 Psychological Quirks That Influence How We Behave

Every day we make hundreds of choices.

Many of those decisions are commercial ones: what shampoo should we pick? How much should we spend on a bottle of wine? Should we renew our favourite subscription?

These choices might feel like they are freely made, but psychologists have shown that subtle changes in the way the products are positioned can radically change how customers behave.

The Illusion of Choice identifies the 17 1/2 most important psychological quirks - from the peak end rule to the power of precision - that anyone in business needs to be aware of. Otherwise, they'll be working against human nature rather than with it!