The video discusses the concept of psychological value, contrasting it with the limitations of physics and engineering. It uses the example of Tesla's seat covering, referred to as 'vegan leather,' to illustrate how perception can be manipulated. The speaker notes that in the past, such material would have been called 'plastic seats.' While acknowledging that 'vegan leather' is likely superior to 1977 plastic seats in terms of breathability and cleanliness, the core argument is about the marketing and perception. By labeling the material 'vegan leather,' the choice is framed as an ethical or environmental one ('for the planet') rather than a compromise on quality or material. This reframing, the speaker suggests, is a clever marketing strategy that elevates the product by making it a choice rather than a concession.

Rory Sutherland 

But the vital thing about psychological value is whereas it's very difficult to perform magic in the world of physics or engineering, you can genuinely perform magic in perception.

Now what is the seat covering for the Tesla? It's called vegan leather. Now actually to be honest, we would have called those plastic seats back in the day. Now I'm sure that vegan leather is better than the plastic seats which you'd find in a Vauxhall Viva in 1977. Okay? I'm sure it's better in all kinds of ways. Breathability, you know, cleanliness, whatever.

But nonetheless, calling it vegan leather, in other words, I'm doing this for the planet rather than plastic, which is in other words, what you're doing there is you're making it a choice, not a compromise. Yeah. And that's one of the clever reframing.

How words make cheap products sound exotic and expensive#rorysutherland #trending#fyp #fypシ゚viral fy

But the vital thing about psychological
value is whereas it's very difficult to
perform magic in the world of physics or
engineering, you can genuinely perform
magic in perception. Now what is the
seat covering for the Tesla? It's called
vegan leather. Now actually to be
honest, we would have called those
plastic seats back in the day. Now I'm
sure that vegan leather is better than
the plastic seats which you'd find in a
Vauxhall Viva in 1977. Okay? I'm sure
it's better in all kinds of ways.
Breathability, you know, cleanliness,
whatever. But nonetheless, calling it
vegan leather, in other words, I'm doing
this for the planet rather than plastic,
which is in other words, what you're
doing there is you're making it a
choice, not a compromise.
Yeah. And that's one of the clever
reframing.

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How words make cheap products sound exotic and expensive#rorysutherland #trending#fyp #fypシ゚viral fy

Transcription