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Rory Sutherland, the Master of Madfest, on why behavioural science should get awards

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The Fear of Buying an Electric Car

I think Scott was a tiny bit cynical. I'm sure, by the way, the initial experience without having experienced it myself is utterly brilliant and amazing. The price point is not mystical because the great fear you have is that we all know the same thing. It's very difficult to tell when you actually first buy something with the initial buzz of enthusiasm whether the thing's going to be what you might call an air fryer. Or there's the yogurt maker where after the initial novelty has worn off, you just go, what's wrong with buying yogurt? It's like bread makers. Actually, I would want to dis the whole Japanese toilets and energy fall on the air fryer side of

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