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#609 - Uri Gneezy - How To Understand Psychological Incentives
Modern Wisdom
The Importance of Creativity in Advertising
A lot of advertising is handled by accountants and economists rather than by creatives and artists. If you want creativity, don't punish. AMC's theaters decided that they're going to charge different prices for different seats. The right way to do it would have been making the regular price $1.50. And on a cold day, it will give you a discount. It's only a dollar. So that's really great. That way, you're nice to me, actually. When you can, you'renice to me. Right this? Our brain concludes the story and the incentives can really change out there.
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