The Arbitrage Opportunity

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There is an extraordinary opportunity, I think, in many cases to look at choice architecture. When those lines appeared on the London Underground map, usage went up by 400% in the first month alone. So what you've done was absolutely extraordinary, if you think about it. You'd created something like £3 billion worth of infrastructure,. mostly with ink, or with the digital equivalent.

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.