Rory Sutherland’s Insight: Marketing Psychology & Behavioral Economics



Rory Sutherland is a marketing professor at the University of Auckland in New Zealand. His research focuses on psychology and behavioral economics, two important fields of study that can help us better understand how consumers behave and why certain marketing campaigns or products succeed or fail. In this article, you’ll learn about some of Sutherland’s most groundbreaking work in this field.

Rory Sutherland’s Background

Rory Sutherland is a marketing professor at the University of Washington and the founder of the Behavioral Economics Lab. He has written extensively on the psychology of marketing and behavioral economics, and his work has significantly impacted the field.

Here are some of Sutherland’s key insights:

1) People are likelier to buy products they feel good about.

2) How a product is marketed affects its perceived value.

3) Products with high perceived value are more likely to be purchased.

The Role of Psychology in Marketing

Psychology is an important part of the marketing mix, and behavioral economics is becoming an increasingly important part of the field. Rory Sutherland, professor at the University of Strathclyde and author of “The Psychology of Marketing,” discusses how psychology can help marketers create more effective campaigns.

In his book, Sutherland discusses how human behavior affects marketing decisions. He demonstrates how psychological factors such as emotions, motivation, and cognitive biases can affect consumers’ decisions about products and brands. Sutherland also discusses how companies can use psychological research to improve their marketing strategies.

For example, one study found that emotional content in advertisements increased brand awareness and purchase intent. Furthermore, research has shown that using humor in ads can increase sales by creating a positive emotional response. Additionally, using social media to target specific demographics can be very effective when executed correctly.

Sutherland offers a variety of tips for marketers on how to use psychology to their advantage. For example, he suggests tailoring messages to different customer segments and testing different advertising slogans before rolling out a campaign nationwide. Additionally, companies can use surveys to measure customer sentiment and understand why customers are making purchase decisions.

Behavioral Economics and Marketing

Rory Sutherland, a behavioral economist and marketing expert discusses how marketers can use behavioral economics to their advantage. He explains how irrational biases can distort consumer decisions and how firms can use psychological insights to design better marketing campaigns.

For example, Sutherland points out that humans are often more influenced by visual information than textual information. This means effective marketing campaigns should be designed using visuals, such as TV commercials and infographics. In addition, he warns against using cognitive bias interventions such as coupons to influence consumers, and these interventions may backfire because people tend to overestimate the effectiveness of these policies.

Sutherland provides practical advice for marketers on using psychological insights in their campaigns. This information will help them make better decisions and improve their outcomes.


It’s no secret that the psychology of marketing and behavioral economics play a big role in how we make buying decisions, but what you may not know is just how broad these fields are. In this article, I’ll discuss some of the most common topics in psychology and behavioral economics and how they relate to marketing. Hopefully, by the end, you’ll have a better understanding of why people behave the way they do when purchasing products and services.

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