Rory Sutherland

So the ambiance or, you know, the clientele of the establishment selling the beer is irrelevant because you're not going to consume it there.

And the interesting thing is, in one situation, he says there is a boutique hotel selling chilled beer.

And in the other situation, he says there's a shack selling cold beer.

And your readiness to pay changes partly in accordance to what you imagine to be the overheads of the establishment selling the good.

Even though the utility of the beer, as distinct from how good the transaction feels, the actual utility of the cold beer is identical in both cases.

I think that's Richard Thaler, and I think it's extraordinarily interesting because I think we can make...

Car salesmen will know this.

You know, make the transaction feel good.

Make them feel good when they drive out of the place.

Exactly.

It's not manipulation.

Be careful of that.

Because, no, no, no.

I think we've got to be really careful here.

One thing might be that a genuine cold-blooded psychopath would intentionally...

Now, I might find it difficult.

This is a Jeffrey Miller theory that if you're on a first date, there's an element where apparently it's a long time.

I've been married for 30 something years.

But women on a first date will turn up a bit late or do something a little bit annoying.

And Miller's theory is that it's a psychopath detection test.