The Choice Factory follows you through a typical day, observing your daily decisions. From your morning commute to a late-night taxi home, The Choice Factory analyses your every decision. Some of these are important, like who to recruit, but many are everyday purchasing decisions - what brand of beer to buy in the pub; what to have for lunch? The Choice Factory investigates how your behaviour, including purchasing decisions and receptiveness to advertising, is shaped by psychological biases. In a series of short chapters, 25 such biases are simply described, from priming to the pratfall effect; from confirmation bias to the curse of knowledge. Each bias is clearly outlined with reference to academic evidence, examples from real-life advertising campaigns and the author's original experiments. Most importantly, the relevance of each bias to marketing is outlined. These explanations draw on interviews with some of advertising's smartest thinkers, such as Rory Sutherland, Lucy Jameson and Mark Earls. The Choice Factory will help you make your marketing as effective as possible by providing simple ways in which you can apply the learning from the latest behavioural science to improve your corporate communications and interactions with your customers.