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Hacking The Unconscious
Hacking The Unconscious
Dec 22, 2024 2:06 AM

Author:Rory Sutherland,Rory Sutherland

Hacking The Unconscious

Rory Sutherland explores the stories and psychology behind the most influential marketing campaigns in history, and smashes apart received wisdom with a look at iconoclastic ideas.

Advertising guru Rory Sutherland is a world-leading proponent of behavioural economics. In Hacking the Unconscious, he looks at how this emerging science is used by marketers to influence us and challenges us to reassess which ideas we hold dear.

In Part 1,Marketing, Rory asks why certain ad campaigns, such as Nike's 'Just Do It' and the MND Ice Bucket Challenge, cast such a spell over us. Looking at ten all-time great campaigns - including Coke's iconic 'Hilltop' ad, Dove's 'Campaign for Real Beauty' and De Beers' 'A Diamond is Forever' - he discusses their success with the creative minds that conceived them.

Along the way, he ponders the allure of altruism, asks whether ads can be art, considers what 'Big Data' means for the future of marketing, and shows how a powerful health campaign transformed attitudes, and saved lives.

Part 2, Thought Cages, sees Rory confounding conventional wisdom with his intriguing, subversive and controversial concepts. Is education always a good thing? Would we be better off selecting our MPs by lottery? Plus, he looks at the dilemma the NHS faces - to be successful, or to be loved; speculates if we're really as rational as we think; exposes the fallacy of market research; shows how businesses play on our susceptibility to commitment; and wonders whether online retail will ever replicate the magic of the traditional shopping experience.

As he explores how 'psycho-logic', behavioural quirks and mind hacks could drive change, he formulates a magical series of radical ideas that may provide new solutions to society's problems.

Contributors include novelist Fay Weldon, onetime CEO of Cambridge Analytica, Alexander Nix, New York Times bestseller Bryan Caplan, MP Jess Philips and Nassim Nicholas Taleb, statistician and author of The Black Swan.

Copyright © 2021 BBC Studios Distribution Ltd

Presented by Rory Sutherland

Produced by Steven Rajam and Michael Surcombe

Hacking the Unconscious

Featuring: Shelina Janmohamed, Steve Henry, Roger Greenaway, Nicola Raihani, Sara Pascoe, Geoffrey Miller, Daryl Fielding, J Courtney Sullivan, Fay Weldon, Scott Bedbury, Liz Dolan, Byron Sharp, Alexander Nix, Nick Hall, Lord Norman Fowler, Sammy Harari, Sir Nick Partridge, Jacqueline Gold, Jennifer Jacquet, Matt Brosnan

First broadcast on BBC Radio 4, 1-12 May 2017

Thought Cages

Featuring: Natalie Perera, Bryan Caplan, Nicholas Gruen, Jess Philips, Diana Fleischman, Nassim Nicholas Taleb, Helena Cronin, Dave Trott, Ben Page, Nichola Raihani, Robin Hanson, Oliver Payne, Natalie Nahai, Leigh Caldwell, Jonathan Haidt, Owain Service, Sue Benson, Dan Ariely, Katherine Lewis, David Dalziel

First broadcast on BBC Radio 4, 19-30 November 2018

Reviews

'In a thrilling, immersive journey across time and continents, Keohane upends everything we thought we knew about the people we don't know'

—— Will Storr, author of The Science of Storytelling

'Keohane draws on an abundance of new research in social psychology which finds that connecting with strangers helps to dispel partisanship and categorical judgments, increase social solidarity and make us more interested in and hopeful about our lives'

—— Guardian

'There is a hint of Bill Bryson about the author Joe Keohane: he wears his knowledge lightly and his exuberant curiosity leads him to inform his readers of a vast array of random, intriguing facts - so once you start reading you may find that you don't want to stop'

—— Independent

Joe Keohane has changed my life. The very thought of talking to strangers has always given me mild nausea and stress sweats. But after reading this book, I've been converted. Joe has inspired me to push through the awkwardness and reap the benefits: A more open and curious mind, less loneliness and depression. This book is an important tool in rescuing our tribal, smartphone-obsessed world. If you see me on the street, please say hi so we can discuss it

—— AJ Jacobs, author of The Year of Living Biblically

'Rare is the book that delivers on the promise of a big answer to an even bigger question, but Joe Keohane's The Power of Strangers does just that. This lively, searching work makes the case that welcoming "others" isn't just the bedrock of civilization, it's the surest path to the best of what life has to offer'

—— Ayad Akhtar, author of Homeland Elegies

'This is one of those remarkable books you may not realize you're going to love (or need) until you're well into it. Is it a work of psychology, philosophy, anthropology, history, cultural studies, self-help? All of the above! The Power of Strangers is deeply and gamely researched, lucidly and engagingly written (as if by a pal), informative, thought-provoking, playful, useful and possibly life-changing. What a great way to start the post-pandemic'

—— Kurt Andersen, author of Evil Geniuses

'Reading this book is like taking a college course that becomes a cult favorite because the witty, enthusiastic professor makes the topic seem not only entertaining, but essential. Possibly life-changing ideas supported with extensive sociological research, lively storytelling, and contagious jollity'

—— Kirkus

'An eye-opening account blending sociology and self-help. After this enlightening and uplifting exploration, readers will undoubtedly view strangers in a different way'

—— Library Journal

'This perceptive and rather chatty offering considers the sociological research behind why human beings are so averse to making connections with strangers, and why it's so important to do so. Journalist Keohane is a good storyteller and great proponent of engaging with the unknown, extolling the informational, emotional, and psychological benefits of talking to new people. This authoritative, thoroughly entertaining read comes along just at the right time,
and will help readers re-engage after their long quarantines'

—— Booklist

'The lesson (...) is that the easing of restrictions is not just a coveted opportunity to reconnect with those you love and resemble. It also restores a freedom, long taken for granted, even if a little used, to come to know the profoundly different'

—— Economist

Lively, informative... Nell uses her own experience generously and the effect is inclusive, reassuring and funny. She articulates feelings I've had but never quite explored - it's excellent

—— Amy Liptrot

Incredibly relatable and comforting, addressing the constant comparison and confusion women often face. Frizzell writes beautifully and poetically while reassuring and validating the reader's concerns with hilarious anecdotes from her own panic years. This is an important read for all women who are wondering what should come next, and when.

—— Independent

The Panic Years made me laugh and it made me cry. There’s a rare tenderness to this book that comes from not having felt seen before. It’s for our generation, and Nell gets it. She understands and respects us.

—— Rhiannon Cosslett

A wonderful, candid memoir about the personal and political implications of motherhood, full of humour and fizzing prose. I loved it.

—— Luiza Sauma, author of Flesh and Bone and Everything You Ever Wanted

For someone older, in a different set of panic years altogether, part of the pleasure of this book lies in reminiscence, reflecting and reframing. But it’s also galvanising, engaging and enraging. The personal is political, philosophical, emotional, and very funny. I resisted the urge to highlight everything that made me laugh, or think, or fired me up, because the whole thing would have been one big neon block

——
Jenny Landreth

Breathtakingly good

—— Lauren Bravo

Informs, educates, entertains... This book will resonate with so many readers.

—— Red's top picks of 2020

Brilliant

—— Grazia

A must-read... sharp, funny, it chronicles all of the big decisions a woman is expected to make between the ages of 25-40: where to live, if they should marry, what to do with one's career. And that other biggie: to have a baby or not.

—— Culture Whisper

Ab-definingly funny, The Panic Years captures the female experience perfectly. Discussing all of the large, looming decisions women have to make between their late 20s and early 40s, this is a must-read.

—— ES Magazine

Offers advice and feminist learnings on how to survive when it feels like everyone around you is becoming a parent.

—— Cosmopolitan

Wise, perceptive and refreshingly open...a memoir that feels inherently personal to womanhood and what being a woman means.

—— Culturefly

A must read. Timely, honest, brave and funny calling for a new kind of conversation about love, work and parenthood.

—— Daily Mail

Written in a chatty, instantly endearing vernacular, What It Feels Like For A Girl is a crank-it-up-to-11 account of the British trans experience.

—— Refinery29

Written entirely in Midlands dialect, with each chapter named after a Noughties hit, Paris Lees's novelised account of her Nottingham childhood will make you shake with laughter and weep with heartbreak in the space of a few pages.

—— British Vogue Summer Reads

Set to be one of this summer's must-reads, Paris Lees' debut book is a coming-of-age memoir about her early life in the East Midlands. Written in Nottingham dialect, it's a story of growing up in a small town, with deliciously evocative tales of Noughties nights out.

—— Evening Standard

Energetic, dark and hilarious. Paris Lees, with her loud and proud sense of self, is set to explode.. if you read one book this summer, make it What It Feels Like for a Girl... radically cool, explosive and riotous ... long may Lees' voice shine neon bright

—— Shivani Kochnar , The Daily Mail

Like Alan Sillitoe on acid... it's got to be a film. I've never read anything like it.

—— Vicky McClure

Raw and original

—— Elle Magazine

Extraordinary, riotous, furiously unique, moving and funny, What It Feels Like for a Girl is a deeply important book as well as being a fantastic read

—— Elizabeth Day

Clever, gripping, messy, sad. I loved it.

—— Travis Alabanza

Sadness and joy also go hand-in-hand in What It Feels Like for a Girl, an exuberant account of Paris Lees's tearaway teenage years in Hucknall, Nottinghamshire, where "the streets are paved wi' dog shit". Her gender nonconformity is just one aspect of an adolescence that also features bullying, violence, prostitution, robbery and a spell in a young offenders' institute. Yet despite the many traumas, Lees finds joy and kinship in the underground club scene and a group of drag queens who cocoon her in love and laughter.

—— Fiona Sturges , The Guardian, Best Books of 2021

Bold and compulsively readable... She writes with humour about heartbreakingly harrowing moments while simultaneously capturing the dazzling joy of Nottingham nightlife and the importance of finding those who accept you for who you truly are

—— Emma Hanson , Harper's Bazaar, memoirs and autobiographies to be inspired by
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