In order for your advertising to be effective, you need to clearly understand what exactly drives the target audience during the purchase decision. The author argues that often the buyer's decision is influenced by his prejudices, such as the fact that if there is a queue for a product, then it is certainly standing, or that it is worth taking only the same familiar beer in a bar. How to recognize them in advance and insure against reckless marketing moves when promoting your product without wasting money on promotion? Richard Shotton breaks down the 25 most common prejudices based on real cases, expert opinions and research and experiments (conducted by world-leading scientists such as Nobel laureates Daniel Kahneman and Herbert Simon or psychologists Elliot Aronsohn and Leon Festinger), including his own, and gives marketers the tools to leverage each of these biases for the benefit of the company. By knowing what is holding your customers back from making a purchase, you can use that knowledge to your advantage in your marketing campaigns and increase your sales significantly.