01671    a2200217   4500003000800000005001700008007000300025008004100028020001800069040001700087041000900104050002500113082001300138100002800151245008600179260003300265300002900298520104700327650004101374650003801415BJBSDDR20230411090721.0ta100521b2019    enk||||| |||| 00| 0 eng d  a9780753556511  bspacBJBSDDR  aeng 14aHF 5822 bS966a 201900a659.10191 aSutherland, Roryd1965-10aAlchemy :bthe surprising power of ideas that don't make sense /cRory Sutherland  aLondon : bWH Allen , c2019  a371 p.: bill.; c22 cm   aWe think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence. But we arent, and we dont. In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence peoples choices you have to bypass reason. The best ideas dont make rational sense: they make you feel more than they make you think. Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational. 4aPublicidad xAspectos psicológicos 4aMercadeoxAspectos psicológicos