In The Illusion of Choice, Richard Shotton builds on his first book The Choice Factory (read more here) with more insights into how marketers can apply a range of heuristics, human traits and cognitive biases.

Richard Shotton covers a range of topics including habit formation, framing, using concrete language, the halo effect, peak-end rule and many more. He mixes scientific studies with his own experiments in discussing each topic and provides many references to the original work. My favourite discussions are of eyewitness testimony, the important principle of keeping it simple, rhyme-as-reason effect, and how to get people to let you jump the photocopy queue.

This is an easy read and a very practical overview of how to apply behavioural science in the real world.