Sutherland's approach to alchemy is rooted in behavioral economics, a field that combines insights from psychology, economics, and sociology to understand how people make decisions. He argues that traditional marketing approaches often rely on flawed assumptions about human behavior, such as the idea that people make rational, informed decisions. In reality, Sutherland contends, our choices are often driven by subconscious biases, emotions, and mental shortcuts.
Rory Sutherland’s Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Alchemy: The Surprising Power of Ideas That Don’t Make Sense Beyond Logic: Why Your Business Needs a Little "Alchemy"