The Influence of Interface on Behavior and Ordering at McDonald's

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The sudden popularity of self-ordering screens in fast food outlets like McDonald's suggests that they are highly effective in changing customers' ordering habits. Waiting to place an order is more frustrating than waiting for the food to arrive, but self-ordering screens reduce this irritation. The interface plays a significant role in determining human behavior, as seen in the music industry's experiments with track popularity clues.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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