| 000 | 01828nam a2200301Ia 4500 | ||
|---|---|---|---|
| 001 | 3182 | ||
| 008 | 230305s2019 xx 000 0 und d | ||
| 020 | _a9780753556528 | ||
| 040 | _cTBS | ||
| 041 | _aeng | ||
| 043 | _aen_UK | ||
| 245 | 0 |
_aAlchemy _b: the magic of original thinking in a world of mind-numbing conformity _c/ Rory Sutherland |
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| 260 |
_bWH Allen, _c2019 |
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| 300 |
_axii, 371 p. _c20 cm. |
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| 505 | _aOn 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. | ||
| 520 | _aDiscover 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. | ||
| 526 | _aS2 B2 PBT P1 Neuromarketing | ||
| 630 |
_aHF COMMERCE _914 |
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| 650 | 0 |
_aAdvertising _xPsychological aspects _92226 |
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| 650 |
_aIrrationality _92227 |
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| 650 |
_aHuman behaviour _92228 |
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| 700 |
_aSutherland, Rory _eAuthor _92229 |
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| 902 | _a882 | ||
| 905 | _am | ||
| 911 | _ahttps://biblioteca.tbs-education.es/portadas/9780753556528.jpg | ||
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_a1 _2ddc |
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_c319 _d319 |
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