Rory Sutherland
What people do with their own money (their ‘revealed preferences’) is generally a better guide to what they really want than their own reported wants and needs.fn3 Had
Rory Sutherland • Alchemy: The Surprising Power of Ideas That Don't Make Sense
However, what they have never asked, is whether people like efficiency as much as economic theory believes they do.
Rory Sutherland • Alchemy: The Surprising Power of Ideas That Don't Make Sense
The psychological complexity of human behaviour is reduced to a narrow set of assumptions about what people want, which means they design a world for logical rather than psycho-logical people.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
via Rory Sutherland: Humans don’t always maximize utility. We have two inbuilt modes: habit (do what I’ve done before) and social copying (do what others do).
market research and economic theory
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
it’s easy to achieve massive improvements in perception at a fraction of the cost of equivalent improvements in reality.