{"id":6155,"date":"2024-01-21T00:01:00","date_gmt":"2024-01-20T23:01:00","guid":{"rendered":"https:\/\/bookhouse.cz\/?p=6155"},"modified":"2024-02-02T11:37:54","modified_gmt":"2024-02-02T10:37:54","slug":"alchymie-rory-sutherland","status":"publish","type":"post","link":"https:\/\/bookhouse.cz\/index.php\/2024\/01\/21\/alchymie-rory-sutherland\/","title":{"rendered":"Alchymie\u00a0|\u00a0Rory Sutherland"},"content":{"rendered":"\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Jak vyrobit z\u00e1zrak?&nbsp;Legenda reklamn\u00edho sv\u011bta Rory Sutherland v\u00e1s p\u0159esv\u011bd\u010d\u00ed, \u017ee \u0159e\u0161en\u00ed probl\u00e9m\u016f mus\u00edte hledat tam, kde nikdo jin\u00fd \u2013 ve sf\u00e9r\u00e1ch zd\u00e1nliv\u00e9 iracionality. Jen zde toti\u017e najdete skute\u010dn\u00e9 motivy rozhodnut\u00ed va\u0161ich z\u00e1kazn\u00edk\u016f, koleg\u016f a lid\u00ed obecn\u011b. I t\u011bch vlastn\u00edch, a\u010d si to m\u00e1lokdo chceme p\u0159iznat.<\/strong><\/p>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"733\" height=\"386\" src=\"https:\/\/bookhouse.cz\/wp-content\/uploads\/2024\/01\/Snimek-obrazovky-2024-01-12-191347.png\" alt=\"Alchymie\u00a0|\u00a0Rory Sutherland\" class=\"wp-image-6156\" srcset=\"https:\/\/bookhouse.cz\/wp-content\/uploads\/2024\/01\/Snimek-obrazovky-2024-01-12-191347.png 733w, https:\/\/bookhouse.cz\/wp-content\/uploads\/2024\/01\/Snimek-obrazovky-2024-01-12-191347-300x158.png 300w\" sizes=\"(max-width: 733px) 100vw, 733px\" \/><\/figure><\/div>\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><em>\u201eAbyste byli brilantn\u00ed, mus\u00edte b\u00fdt iracion\u00e1ln\u00ed.\u201c<\/em><\/h2>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>V\u0161ichni bychom si r\u00e1di o sob\u011b mysleli, \u017ee sv\u00e1 rozhodnut\u00ed \u0159\u00edd\u00edme rozumem.<\/p>\n\n\n\n<p>Zp\u016fsobem, za kter\u00fd se na n\u011bj nebudete zlobit, v\u00e1m v\u0161ak Rory Sutherland vysv\u011btl\u00ed, \u017ee n\u00e1s v\u0161echny ovl\u00e1daj\u00ed mnohem skryt\u011bj\u0161\u00ed pochody mysli. D\u00edky jeho dekonstrukci lidsk\u00e9ho chov\u00e1n\u00ed, zejm\u00e9na spot\u0159ebitelsk\u00e9ho, pochop\u00edte mnoh\u00e9 z behavior\u00e1ln\u00edch v\u011bd a procesu tvorby rozhodnut\u00ed. Jakou mysl\u00edte, \u017ee hraj\u00ed roli t\u0159i barevn\u00e9 prou\u017eky v&nbsp;zubn\u00ed past\u011b? Nebo Red Bull na trhu nealkoholick\u00fdch n\u00e1poj\u016f? Porozum\u011bn\u00ed tomu, co n\u00e1s ovliv\u0148uje, jak vytvo\u0159it d\u016fv\u011bru ve zna\u010dku, co&nbsp;je&nbsp;signalizace, jak vyu\u017e\u00edt placebo efekt a pro\u010d kone\u010dn\u011b aplikovat poznatky behavior\u00e1ln\u00ed psychologie nejen v reklamn\u00edm, ale v&nbsp;jak\u00e9mkoliv byznysu, v\u00e1m nav\u00edc p\u0159ed\u00e1 stylem nejz\u00e1bavn\u011bj\u0161\u00edho a&nbsp;nejbyst\u0159ej\u0161\u00edho spole\u010dn\u00edka na ve\u010d\u00edrku. Budete se dokonce t\u011b\u0161it i na pozn\u00e1mky pod \u010darou. Nebo si cht\u00edt p\u0159e\u010d\u00edst knihu podruh\u00e9.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Ale hlavn\u011b z\u00edsk\u00e1te odvahu vyzkou\u0161et sv\u00e9 nejlep\u0161\u00ed nesmysln\u00e9 n\u00e1pady prote\u017eovan\u00e9 racionalit\u011b navzdory. Proto\u017ee d\u00e1vaj\u00ed smysl.<\/strong><\/p>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">P\u0159edstavy o sv\u011bt\u011b a lidech v\u00e1m rozb\u00edj\u00ed poznatky jako: <\/h2>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul>\n<li>Logika je n\u00e1strojem, nikoliv pravidlem.<\/li>\n\n\n\n<li>Na vn\u00edm\u00e1n\u00ed nen\u00ed nic objektivn\u00edho, i kdy\u017e jsme p\u0159esv\u011bd\u010deni o&nbsp;opaku.<\/li>\n\n\n\n<li>Snaha pos\u00edlit racion\u00e1ln\u00ed chov\u00e1n\u00ed nevede p\u0159es racion\u00e1ln\u00ed argumenty.<\/li>\n\n\n\n<li>Dobr\u00fd odhad je tak\u00e9 v\u011bdeckou metodou.<\/li>\n\n\n\n<li>Skute\u010dn\u00fd g\u00e9nius lidstva spo\u010d\u00edv\u00e1 ve schopnosti m\u00edt p\u0159ibli\u017en\u011b pravdu.<\/li>\n\n\n\n<li>Neo\u010dek\u00e1van\u00e9 nebo nelogick\u00e9 v\u011bci maj\u00ed ne\u00fam\u011brn\u011b v\u011bt\u0161\u00ed informa\u010dn\u00ed hodnotu ne\u017e ty \u010dist\u011b logick\u00e9.<\/li>\n\n\n\n<li>Ko\u0165\u00e1tka v reklam\u011b funguj\u00ed.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"1024\" src=\"https:\/\/bookhouse.cz\/wp-content\/uploads\/2024\/01\/Snimek-obrazovky-2024-01-12-191347-2-600x1024.png\" alt=\"Alchymie\u00a0|\u00a0Rory Sutherland\" class=\"wp-image-6157\" srcset=\"https:\/\/bookhouse.cz\/wp-content\/uploads\/2024\/01\/Snimek-obrazovky-2024-01-12-191347-2-600x1024.png 600w, https:\/\/bookhouse.cz\/wp-content\/uploads\/2024\/01\/Snimek-obrazovky-2024-01-12-191347-2-176x300.png 176w, https:\/\/bookhouse.cz\/wp-content\/uploads\/2024\/01\/Snimek-obrazovky-2024-01-12-191347-2.png 733w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">N\u00e1zev knihy: Alchymie&nbsp;<\/h2>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"block-e13c0c76-06eb-47c7-af5e-4593f9de51ef\"><strong>Autor:<\/strong>&nbsp;Rory Sutherland<\/p>\n\n\n\n<p id=\"block-72efbc0b-3f12-41a5-9a5d-ebce1e1ff051\"><strong>Po\u010det stran:<\/strong>&nbsp;400 stran<\/p>\n\n\n\n<p id=\"block-72efbc0b-3f12-41a5-9a5d-ebce1e1ff051\"><strong>Vazba:<\/strong>&nbsp;Pevn\u00e1 bez p\u0159ebalu<\/p>\n\n\n\n<p id=\"block-b8178a98-d366-4045-9154-07b767337d57\"><strong>Doporu\u010den\u00e1<\/strong>&nbsp;<strong>cena:<\/strong>&nbsp;499 K\u010d<\/p>\n\n\n\n<p id=\"block-1eb0f05c-40c8-44bd-9f1e-559ef549ce61\"><strong>Vydalo<\/strong>:&nbsp;Nakladatelstv\u00ed Jan Melvil Publishing<\/p>\n\n\n\n<p id=\"block-3cc584a6-5ba6-4954-b13f-564f0162d02e\"><strong>V\u00edce informac\u00ed na:<\/strong>\u00a0<a href=\"http:\/\/www.melvil.cz\/\"><strong>www.melvil.cz<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Zdroj foto:&nbsp;<\/strong>Jan Melvil Publishing<\/p>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Jak vyrobit z\u00e1zrak?&nbsp;Legenda reklamn\u00edho sv\u011bta Rory Sutherland v\u00e1s p\u0159esv\u011bd\u010d\u00ed, \u017ee \u0159e\u0161en\u00ed probl\u00e9m\u016f mus\u00edte hledat tam, kde nikdo jin\u00fd \u2013 ve sf\u00e9r\u00e1ch zd\u00e1nliv\u00e9 iracionality. Jen zde toti\u017e najdete skute\u010dn\u00e9 motivy rozhodnut\u00ed va\u0161ich z\u00e1kazn\u00edk\u016f, koleg\u016f a&#46;&#46;&#46;<\/p>\n","protected":false},"author":8,"featured_media":6156,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3,5,40],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Alchymie\u00a0|\u00a0Rory Sutherland - BOOKHOUSE.cz<\/title>\n<meta name=\"description\" content=\"Jak vyrobit z\u00e1zrak?\u00a0Legenda reklamn\u00edho sv\u011bta Rory Sutherland v\u00e1s p\u0159esv\u011bd\u010d\u00ed, \u017ee \u0159e\u0161en\u00ed probl\u00e9m\u016f mus\u00edte hledat tam, kde nikdo jin\u00fd.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookhouse.cz\/index.php\/2024\/01\/21\/alchymie-rory-sutherland\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alchymie\u00a0|\u00a0Rory Sutherland - 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