OPINION3 September 2019

Perceiving emotional efficiency

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Behavioural economics Opinion UK

Careful selection of our vocabulary could be the answer to closing the gap between ‘emotional’ marketing and ‘rational’ finance writes Rory Sutherland.

Here’s a very simple question. Imagine you are at a board meeting where a group of people put forward a tightly costed, well-argued proposal for the design of a new railway station. Everything within the proposal makes perfect economic sense; the throughput ...