3min chapter

The Knowledge Project with Shane Parrish cover image

#19 Rory Sutherland: The Psychology of Advertising

The Knowledge Project with Shane Parrish

CHAPTER

How Do You Prevent Smugglers From Getting Through Airport Security?

Ogleby change has recruited seven or eight recent psychology graduates. They use the best work from behavior economics, evolutionary psychology and complexity economics to solve problems that advertising agencies haven't been asked to solve. A brief we received just yesterday was how do you prevent this problem where half of the back log at airport security is caused by people trying to smug liquids through. In 99 point nine nine percent of cases, when i say smuggle liquids through, they're not intending any nefarious purpose. It's a hundred and five millimeter bottle of shir. You've got it,. I didn't realize this myself at it's the size of the container that's the discriminator, not the volume

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