IPA Rory Sutherland on behavioural economics

IPA President Rory Sutherland explains why he is championing behavioural economics We need to broaden the definition of what we do to reflect the new reality of the market place because if we dont create a new model based on human understanding, then we are in danger of using 1950s packaged goods persuasive techniques to solve todays communications problems! With behavioural economics we can align ourselves to a recognizable science and not be held hostage to the media budget. It gives us a framework that will refresh our thinking and our talent pool and with it we can use ideas to turn human understanding into business and social advantage.

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Film & Animation

Tags:

• IPA
• Rory
• Sutherland
• Aug09

[dige62]

3:30 the behavioral economist's name is Richard Thaler, nor Dick Thaler.

[wsmythe]

Like your thinking but one important comment is when you mentioned that Behavioural Economics was reputable and implied Psychology was not. I am a Psychologist and I just wanted to remind everyone that Behavioural Economics IS Psychology, purely - all the rules of thumb in Behavioural Economics have been borrowed from Psychology... and essentially re-branded as Behavioural Economics. Psychology is reputable due to the use of the scientific method (yes, maths and models involved), like economics.

[AntonisKocheilas]

God bless Rory Sutherland he may save our industry! Finally a concrete vision for the future of advertising.

[GhostofChance]

hear, hear, mr sutherland, good points and on much more then behavioral economics

[UpTick21]

Brilliant!!!