The second part of my interview with Rory Sutherland for www.nextness.com.au is now up. Don’t miss it! I worry that after you’ve been in advertising for 20 years and you’ve been reasonably materially successful, I no longer feel that same fear buying a flat screen TV – “oh god, what if I make the wrong decision” - that 90% of consumers do. Because if I cock up and the thing goes bad, it doesn’t cheer me up much, but I can go and buy another one. Whereas for 70% of the population that isn’t even an option. If my TV goes bang, I’m screwed. And I think we sometimes misunderstand a lot of consumer behaviour once you become a little too prosperous. So I think there’s quite a bit there – try never to lose that, even if you become more prosperous as things go on. Never forget what it’s like to be frightened of making a bad purchase.

The second part of my interview with Rory Sutherland for www.nextness.com.au is now up. Don’t miss it!

I worry that after you’ve been in advertising for 20 years and you’ve been reasonably materially successful, I no longer feel that same fear buying a flat screen TV – “oh god, what if I make the wrong decision” - that 90% of consumers do. Because if I cock up and the thing goes bad, it doesn’t cheer me up much, but I can go and buy another one.

Whereas for 70% of the population that isn’t even an option. If my TV goes bang, I’m screwed. And I think we sometimes misunderstand a lot of consumer behaviour once you become a little too prosperous. So I think there’s quite a bit there – try never to lose that, even if you become more prosperous as things go on. Never forget what it’s like to be frightened of making a bad purchase.

Tags: advertising economics 6 notes | | Jun 15, 2011
  1. alexjcampbell posted this