Modern Wisdom #049 - Rory Sutherland - Psychology In The World Of Advertising
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Jan 28, 2019 
Rory Sutherland, Vice Chairman of Ogilvy Advertising and a prominent figure in behavioral economics, shares his insights on consumer psychology. He dives into the unpredictable nature of advertising, revealing how creative marketing often misaligns with consumer behavior. Rory discusses the ethics of driving laws in China, quirky hygiene debates, and the challenges of modern parenting amid digital marketing. He critiques conventional educational paths and stereotypes in advertising while advocating for emotional engagement over data-driven strategies in capturing consumer attention.
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Consumer Capitalism's Unpredictability
- Consumer capitalism, like evolution, produces unexpected successes (e.g., Red Bull, denim) and failures.
- These outcomes defy logical prediction, revealing complexities of human motivation.
Hit to Kill Phenomenon
- In China, it's financially cheaper to kill someone with your car than to injure them due to lifetime medical bills.
- This has led to disturbing incidents where drivers ensure the victim's death, highlighting perverse incentives.
Drunken Roundabout Escape
- A drunk driver missed his exit on a roundabout and reversed into another car.
- The other driver was also drunk and blamed the reversing driver, allowing the first driver to escape.
