TY  - BOOK
AU  - Sutherland, Rory
TI  - Alchemy: : the magic of original thinking in a world of mind-numbing conformity
SN  - 9780753556528
PY  - 2019///
PB  - WH Allen
KW  - HF COMMERCE
KW  - Advertising
KW  - Psychological aspects
KW  - Irrationality
KW  - Human behaviour
N1  - 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.; S2 B2 PBT P1 Neuromarketing
N2  - 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
ER  -