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Rory Sutherland: The Psychology of Advertising

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May 30, 2017

Guest

Rory Sutherland

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.

01:59:03

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ANECDOTE

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.

insights

INSIGHT

Intangible Solutions

Solving problems through intangible means like psychology is often seen as cheating.
This bias favors tangible solutions like infrastructure over behavioral changes.

question_answer

ANECDOTE

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.

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Rory Sutherland, Vice Chairman of Ogilvy & Mather, reveals how human psychology shapes everything from marketing to monarchy. Through stories about airport security, tribal politics, and the paradox of choice, he explains why rational solutions often fail and psychological insights succeed. A masterclass in understanding what drives human behavior and why the most effective answers aren't always the most logical.

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