

Rory Sutherland: The Psychology of Advertising
448 snips May 30, 2017
Rory Sutherland, Vice Chairman of Ogilvy & Mather, applies behavioral insights to revolutionize advertising. He discusses how psychological drivers often trump rational solutions, using examples from airport security to illustrate human complexity. The conversation dives into the paradox of choice, revealing that fewer options can boost customer satisfaction. Sutherland critiques traditional economic thinking and emphasizes the transformative power of storytelling in shaping consumer perceptions and values, ultimately showing that the illogical often leads to better answers.
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Airport Security Bottleneck
- Airport security backlogs are often caused by people accidentally bringing liquids exceeding the allowed size.
- This highlights a behavioral problem, not an engineering one, solvable by changing passenger behavior.
Intangible Solutions
- Solving problems through intangible means like psychology is often seen as cheating.
- This bias favors tangible solutions like infrastructure over behavioral changes.
EasyJet Pilot Reframing
- An EasyJet pilot reframed the inconvenience of a bus transfer as a benefit, highlighting its proximity to passport control.
- This changed passenger perception from negative to positive, demonstrating the power of framing.