Alchemy : the magic of original thinking in a world of mind-numbing conformity / Rory Sutherland

Contributor(s):

Sutherland, Rory [Author]

Material type: Text

TextLanguage: English Publication details: WH Allen, 2019Description: xii, 371 p. 20 cm.ISBN:

9780753556528

Subject(s):

Contents:

On the uses and abuses of reason - An alchemist's tale (or why magic really still exists) - Signalling - Subconscious hacking: signalling to ourselves - Satisficing - Psychophisics - How to be an alchemist - Conclusion: On being a little less logical.

Courses that have reserved this title:

S2 B2 PBT P1 Neuromarketing

Summary: Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem. ; In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona	HF5822 SUT (Browse shelf(Opens below))	Available		B03852

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Previous	HF5822 AND Hidden persuasion	HF5822 FEN The psychology of advertising	HF5822 PER La semiótica de la publicidad	HF5822 SUT Alchemy : the magic of original thinking in a world of mind-numbing conformity	HF5823 DAY La publicité	HF5823 FEL Advertising concept and copy	HF5823 FIG Cómo hacer publicidad	Next

Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem. ; In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.

S2 B2 PBT P1 Neuromarketing