Rory Sutherland

The other weird American instance I had was that I met somebody who said they would happily pay $60,000 to a tax attorney. Or tax advisor to avoid paying $40,000 in tax. They said this to me in absolute seriousness. Now, that is literally, you resent your tax dollars to such an extent that you would actually happily pay $60,000. Well, you kind of say.

The other weird American instance I had was that I met somebody who said they would happily pay $60,000 to a tax attorney. Or tax advisor to avoid paying $40,000 in tax. They said this to me in absolute seriousness. Now, that is literally, you resent your tax dollars to such an extent that you would actually happily pay $60,000. Well, you kind of say.

The other weird American instance I had was that I met somebody who said they would happily pay $60,000 to a tax attorney. Or tax advisor to avoid paying $40,000 in tax. They said this to me in absolute seriousness. Now, that is literally, you resent your tax dollars to such an extent that you would actually happily pay $60,000. Well, you kind of say.

Of actually almost harming themselves in order simply to spite.

Of actually almost harming themselves in order simply to spite.

Of actually almost harming themselves in order simply to spite.

The... It's a thought experiment, which one of the things I think we're lacking in is that I would argue, yes, that my joke suggestion was that people who pay higher rate tax should be allowed to drive in the bus lanes. Okay. Now, just to be clear about this, I didn't mean that entirely seriously. I didn't mean that it should be enacted.

The... It's a thought experiment, which one of the things I think we're lacking in is that I would argue, yes, that my joke suggestion was that people who pay higher rate tax should be allowed to drive in the bus lanes. Okay. Now, just to be clear about this, I didn't mean that entirely seriously. I didn't mean that it should be enacted.

The... It's a thought experiment, which one of the things I think we're lacking in is that I would argue, yes, that my joke suggestion was that people who pay higher rate tax should be allowed to drive in the bus lanes. Okay. Now, just to be clear about this, I didn't mean that entirely seriously. I didn't mean that it should be enacted.

It was purely a thought experiment based on the observation that rich people are pretty happy paying for things if a small amount... So when you are poor... a large part of your disposable income is spent on what you might reasonably call utility.

It was purely a thought experiment based on the observation that rich people are pretty happy paying for things if a small amount... So when you are poor... a large part of your disposable income is spent on what you might reasonably call utility.

It was purely a thought experiment based on the observation that rich people are pretty happy paying for things if a small amount... So when you are poor... a large part of your disposable income is spent on what you might reasonably call utility.

As you get richer, both attractively and unattractively, as I said, what you might call relative status, in other words, the relative quality of something, matters more than its absolute value. And so if you look at car manufacturers, the top of the range X probably costs 25% more to manufacture than the bottom of the range X, but the sticker price might be doubled.

As you get richer, both attractively and unattractively, as I said, what you might call relative status, in other words, the relative quality of something, matters more than its absolute value. And so if you look at car manufacturers, the top of the range X probably costs 25% more to manufacture than the bottom of the range X, but the sticker price might be doubled.

As you get richer, both attractively and unattractively, as I said, what you might call relative status, in other words, the relative quality of something, matters more than its absolute value. And so if you look at car manufacturers, the top of the range X probably costs 25% more to manufacture than the bottom of the range X, but the sticker price might be doubled.

And that's simply because the people buying from the top of the range are more interested in status and more interested in leather seats and heads-up display and adaptive cruise control. They're more interested in what you might call things you can show off about or things which are just novel. Whereas the poorer person is buying the car as a mode of transportation.

And that's simply because the people buying from the top of the range are more interested in status and more interested in leather seats and heads-up display and adaptive cruise control. They're more interested in what you might call things you can show off about or things which are just novel. Whereas the poorer person is buying the car as a mode of transportation.

And that's simply because the people buying from the top of the range are more interested in status and more interested in leather seats and heads-up display and adaptive cruise control. They're more interested in what you might call things you can show off about or things which are just novel. Whereas the poorer person is buying the car as a mode of transportation.

It's closer to the economic idea of utility. And consequently, it struck me that government should play the same trick that car manufacturers do, which is to say, yes, you pay a lot more tax, but in return, you get certain privileges. You get certain advantages. Now, By the way, the evidence that something of the kind, which is that if it was simply reframed with a thank you,

It's closer to the economic idea of utility. And consequently, it struck me that government should play the same trick that car manufacturers do, which is to say, yes, you pay a lot more tax, but in return, you get certain privileges. You get certain advantages. Now, By the way, the evidence that something of the kind, which is that if it was simply reframed with a thank you,