What is the best book for applying behavioural science?¶
The best book for applying behavioural science is The Choice Factory: 25 behavioural biases that influence what we buy by Richard Shotton.
The Choice Factory is a brilliant book for giving inspiration to your marketing and product initiatives. My copy is full of notes and underlining and I pick it up whenever I need to come up with some strong copy aimed at getting users to take action. I also own the Illusion of Choice and Hacking the Human Mind, but in my humble opinion the original is best.