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    Summary of Richard Shotton's The Choice Factory
    Summary of Richard Shotton's The Choice Factory
    Summary of Richard Shotton's The Choice Factory
    Ebook29 pages20 minutes

    Summary of Richard Shotton's The Choice Factory

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    Please note: This is a companion version & not the original book. Book Preview:

    #1 The classic experiment done by Darley and Batson in 1973 proved how seemingly incidental contextual factors have a significant, but under-appreciated, influence on behavior. The situation, not the person, determines the behavior.

    #2 The truth is that consumers have not changed at all since 1973. The more agencies try to convince us that everything is changing, and that we need them to interpret the changes, the longer they will stay employed.

    #3 The rushing students in the experiment were less helpful than those who had more time to spare. The Princeton psychologists thought one reason was a narrowing of the cognitive map, a phrase they borrowed from University of California - Berkeley psychologist, Edward Tolman.

    #4 The most important finding from the Darley experiment is that context is more important than personality in determining behavior. This undermines one of advertising’s most deeply held beliefs: that brands must identify and then focus their communications on a core target audience.

    LanguageEnglish
    PublisherIRB Media
    Release dateMay 2, 2022
    ISBN9798822501232
    Summary of Richard Shotton's The Choice Factory
    Author

    IRB Media

    With IRB books, you can get the key takeaways and analysis of a book in 15 minutes. We read every chapter, identify the key takeaways and analyze them for your convenience.

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      Book preview

      Summary of Richard Shotton's The Choice Factory - IRB Media

      Insights on Richard Shotton's The Choice Factory

      Contents

      Insights from Chapter 1

      Insights from Chapter 2

      Insights from Chapter 3

      Insights from Chapter 4

      Insights from Chapter 5

      Insights from Chapter 6

      Insights from Chapter 7

      Insights from Chapter 8

      Insights from Chapter 9

      Insights from Chapter 10

      Insights from Chapter 11

      Insights from Chapter 12

      Insights from Chapter 13

      Insights from Chapter 14

      Insights from Chapter 15

      Insights from Chapter 16

      Insights from Chapter 17

      Insights from Chapter 18

      Insights from Chapter 19

      Insights from Chapter 20

      Insights from Chapter 21

      Insights from Chapter 22

      Insights from Chapter 23

      Insights from Chapter 24

      Insights from Chapter 25

      Insights from Chapter 26

      Insights from Chapter 1

      #1

      The classic experiment done by Darley and Batson in 1973 proved how seemingly incidental contextual factors have a significant, but under-appreciated, influence on behavior. The situation, not the

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