Rory Sutherland Book Review part 2

I talked with Rory Sutherland, Vice-President of Ogilvy UK, a great thinker, public speaker and a champion in behavioral economics about his book: Wki Man, trust, our obsession with measurement, and what changed in branding. In an earlier post I already explained his views and here is part 2. Rory not only uses behavioral economics in his job but he also speaks about it at TEDx and other conferences.

Behavioral Economist vs. Economist

Behavioral economists are interested in the same topics that other economists are interested in: why people buy, how we make decisions, what the mechanisms in markets are…. but the starting point is different. Rather than assuming that people are rational, individual economic actors operating under artificial mathematical conditions where everyone has the benefit of perfect information and perfect trust, behavioral economists study people’s behavior in reality.

In truth, good behavioral economists would draw on a wide variety of disciplines to understand human behavior: everything from evolutionary psychology to neuroscience to game theory. And we would use these various disciplines to identify where human behavior typically deviates from the behavior deemed to be “rational” in conventional economic thinking – in other words, to spot where the assumptions of economic theory about human behavior may be wrong and we’ve all seen how the marketing dollars have shifted over the past years..

I am, incidentally, very uncomfortable about using the word “irrational” to describe human behavior, since the word is almost always used pejoratively. This may be quite unfair. Often, not always, you find that there is a hidden intelligence to people’s instinctive emotions. An “emotional” decision is usually assumed to be worse than a “rational” one – but I don’t accept this. In a world of imperfect information and imperfect trust, we often need to pay attention to the information we can’t quantify, but that does not mean this information is irrelevant to your decision. Being reluctant to buy a second-hand car from someone because they seem “a bit shifty” is undoubtedly an emotional decision, but I am willing to bet that, more often than not, your instincts should not be ignored completely, says Rory.

It’s important to remember the role of the emotions when we test new ideas and use market research. Sometimes people’s responses to research are post-rationalizations: a seemingly logical explanation of behavior which may have little to do with the real reasons the behavior took place. Essentially we don’t have introspective access to large parts of our brain’s decision-making apparatus, and so we tend to construct plausible-sounding explanations to make up the shortfall.

A good example, continues Rory is the airport lounge, if you ask people why they like the airport lounge you will hear something like: “Always be able to get a seat, healthy food, easy to access free wi-fi, an espresso coffee, free drinks” but the real reasons we prefer being in the lounge may be the more instinctive feeling of safety and trust. Let’s face it, if you leave your laptop in the airport unattended for 5 minutes, the chances that your laptop disappears are huge. In an airport lounge, there is an atmosphere of heightened trust: we may subconsciously choose to go there because we feel safer – and free to leave bags and laptops unattended – but that’s not what we talk about when we explain our behavior.

Therefore modern marketing says Rory, should often be based on better understanding of human behavior – even if the only way to obtain this understanding is through trial and error. We should be wary of blindly following either research findings or economic logic. This has all changed in Branding.

We should also spend more time looking for small changes which make a big difference to behavior:  One little thing can have a hugely disproportionate effect, just like the experiments with sign-up buttons run by e-commerce sites that have in one instance led to an increase of revenue of $300 million. Human behavior is a complex system: it is not fair to assume that big changes are only obtained through big interventions. Not everything works in a predictable or proportionate fashion and outcomes cannot be achieved by just following set rules. Read also this post that has some interesting views about how digital marketing strategies have changed.