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OPINION12 February 2018

Model behaviour

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Behavioural economics Impact Media Opinion Technology Trends

When it comes to determining human behaviour, objective reality is a surprisingly irrelevant variable, writes Rory Sutherland. 

You probably don’t know this, but your television is cheating you. The same applies to the computer screen on which you may be reading this article (and, in a different way, the colour pictures in magazines).