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What's The Difference Between Real And Perceived Value?

Part 4 of the TED Radio Hour episode Brand Over Brain.

About Rory Sutherland's TED Talk

Marketer Rory Sutherland says advertising adds value to a product by changing our perception, rather than the product itself. He says perceived value can be just as satisfying as what we consider "real" value.

About Rory Sutherland

Rory Sutherland is Vice Chairman of Ogilvy & Mather and a former Classics teacher. He's the author of The Wiki Man. Check out his other TED talk, "Perspective Is Everything":

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