Arts | Entertainment | Business

What's The Difference Between Real And Perceived Value?

NPR | May 12, 2014 8:29 a.m.

Contributed By:

NPR/TED Staff

Marketer Rory Sutherland speaking at TED.

Marketer Rory Sutherland speaking at TED.

Courtesy of TED, James Duncan Davidson

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

About Rory Sutherland’s TEDTalk

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”: [Copyright 2014 NPR]

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