Ben Jones
Behavioural scientist from The Behaviour Architects who explains behavioural concepts such as authority bias and default effects and discusses how firms apply these ideas.
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Jan 29, 2026 • 21min
Why you buy what you buy
Rory Sutherland, vice-chairman of Ogilvy and behavioural science pioneer, and Ben Jones, behavioural scientist at The Behaviour Architects, explore how science quietly steers choices. They discuss authority effects in ads, nudging in policy and business, sensory cues that alter taste, and real-world projects from plastic bag taxes to TV dramas changing behaviour.
