| 作者 | Rory Sutherland |
|---|---|
| 出版社 | RANDOM CENTURY GROUP LIMITED |
| 商品描述 | Alchemy: The Surprising Power of Ideas That Don't Make Sense：Tobebrilliant,youhavetobeirrationalWhyisRedBullsopopular–eventhougheveryonehatesthetaste?Whydocou |
內容簡介 To be brilliant, you have to be irrational Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste? We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence. But we aren’t, and we don’t. 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 people’s choices you have to bypass reason. The best ideas don’t 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.
作者介紹 Rory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the Spectator's ‘Wiki Man’ column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising). The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011. Alchemy will be published in 2019.
| 書名 / | Alchemy: The Surprising Power of Ideas That Don't Make Sense |
|---|---|
| 作者 / | Rory Sutherland |
| 簡介 / | Alchemy: The Surprising Power of Ideas That Don't Make Sense：Tobebrilliant,youhavetobeirrationalWhyisRedBullsopopular–eventhougheveryonehatesthetaste?Whydocou |
| 出版社 / | RANDOM CENTURY GROUP LIMITED |
| ISBN13 / | 9780753556528 |
| ISBN10 / | 0753556529 |
| EAN / | 9780753556528 |
| 誠品26碼 / | 2681864440003 |
| 頁數 / | 320 |
| 注音版 / | 否 |
| 裝訂 / | P:平裝 |
| 語言 / | 3:英文 |
| 尺寸 / | 22X15X2.5CM |
| 級別 / | N:無 |