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

Contributor(s): Material type: TextTextLanguage: 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
Item type Current library Call number Status Date due Barcode
Book TBS Barcelona HF5822 SUT (Browse shelf(Opens below)) Available B03852

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.

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

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