If you want to change people’s behaviour, listening to their rational explanation for their behaviour may be misleading, because it isn’t ‘the real why’.

In the ideal future for consumer capitalism, our materialism would be refined, our work would be rendered more meaningful and our profits more honourable. Advertising has at least done us the great service of hinting at the future shape of the economy; it already trades in all the right ingredients. The challenge now is to narrow the gap between th

Value is a feeling, not a calculation. It is perception. One could argue that a product with more bells and whistles that sells for less is the greater value. But by whose standard?

If you propose any solution where the gain in perceived value outweighs the attendant expenditure in money, time, effort or resources, people either don’t believe you, or worse, they think you are somehow cheating them.