Psycho-Logic

What it is

Rory Sutherland's term, in Alchemy, for the way people actually decide, shaped by context, signals and feeling, as distinct from the formal logic of economics. He uses it to argue that problems of perception can often be solved more cheaply than problems of engineering.

In effect

In the article on emotional marketing, it frames why a feeling about a brand can carry more weight than a list of features.

What it does not say

It is a framework and a provocation, not a tested effect. It does not predict which appeal will work in a given case.

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