Rory Sutherland on shopping, telemarketing and Daniel Kahneman

Watch part one of a two-part interview by Sharp End's head of strategy Michael Bayler with Ogilvy and Mather's UK vice chairman, Rory Sutherland

The conversation skirts around several topics and there is occasional bad language.

For the uninitiated, the talk of 'system one' and 'system two' relates to psychologist Daniel Kahneman's work on learning and processing information.

System 2 is difficult and requires concentration, like learning to ride a bike.

System 1 is automatic, easy and done without thinking, like riding a bike once you have learned.

You can see part two of the interview here.