Rory Sutherland discusses behavioural economics

ADFX 2010

Proving the link between creativity and effectiveness is the holy grail of advertising research. Rory Sutherland, talks about behavourial economics and how its theories work alongside the principles of neuroscience. Rory's enthusiasm for behavourial economincs and neuroscience lies in the fact that they are models for human behaviour, decision making and human value-judgement that are actually based on our true selves.