De presentatie die Rory Sutherland van Ogilvy Group op het Mediapark Jaarcongres 2014 over perceptie. Meer info: www.mpjc.nl

1. @rorysutherland
@rorysutherland

2. “There is no sensible distinction
to be made in a restaurant
between the value created by
the man who cooks the food
and the value created by the
man who sweeps the floor.”
Ludwig von Mises.

3. “I made up my mind . . . that I
would never try to reform man—
that’s much too difficult. What I
would do was to try to modify
the environment in such a way
as to get man moving in
preferred directions.“
Buckminster Fuller.

15. How it should work.

16. How economists* pretend it works
* Business executives and civil servants are more guilty than economists in this respect

20. Technology Psychology
Economics
The sweet spot

21. “Thus, the conventional
view that natural selection
favors nervous systems
which produce ever more
accurate images of the
world must be a very naive
view of mental evolution”
(Trivers 1976/2006)

27. David Rock's SCARF model
• Status
• Certainty
• Autonomy
• Relatedness
• Fairness