When Willpower Isn’t Enough

Season 5, Episode 1

In part one (When Willpower Isn't Enough), the Penn professor Katherine Milkman tells us about "temptation bundling," which means pairing something you don't want to do (but need to do) with something you love to do (but perhaps shouldn't do). For instance: allowing yourself to watch your favorite TV show only while working out at the gym. Or eating a cheeseburger only when you go to visit your least-favorite relative. In part two (The Maddest Men of All), the iconoclastic vice chairman of Ogilvy & Mather in the U.K., Rory Sutherland, tells us how marketers use behavioral economics to get us all to buy now and think later.

The Maddest Men of All: A New Freakonomics Radio Podcast

Our previous Freakonomics Radio episode, "Hacking the World Bank," discussed how Jim Yong Kim, president of the World Bank, is using the insights of behavioral economics to fight poverty. Kim acknowledged that non-profits like the World Bank are playing catch-up:

KIM: If you were to go to Ogilvy or any of the big public-relations companies and give them this [new World Bank report on behavioralism], I think they would laugh at us in the sense that they would have been utilizing these insights very aggressively for a very long time.

This week -- voila! -- we have a story about how Ogilvy (& Mather), the global marketing and advertising giant, is indeed pushing the limits on how behavioral insights can be applied in the real world. The episode is called "The Maddest Men of All." (You can subscribe to the podcast at iTunes or elsewhere, get the RSS feed, or listen via the media player above. You can also read the transcript, which includes credits for the music you’ll hear in the episode.)