The Cost of Being a Coffee Drinker

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"It's that I'm so comfortable in my masculinity. I can hold this glass," he says. "I think costly signaling might be the only possible explanation, but it's something that you have to be extraordinary self-confident in order to do." He adds: "Your problem will be solved when the United States discovers the flat white"

Author and Advertising Executive Rory Sutherland of Ogilvy talks about his book Alchemy with EconTalk host Russ Roberts. Sutherland makes the case for the magic (yes, magic!) of advertising and branding in helping markets work well. This is a wide-ranging conversation on consumer choice, public policy, travel, real estate, and corporate decision-making using insights from behavioral economics and decades of experience in the world of advertising.