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The Virtue of Commitment

Why are we so susceptible to signs of commitment? Rory Sutherland looks at how so-called ‘discretionary behaviours’ are a weapon of choice for businessses

Why do humans go to such lengths to show their commitment to others? Rory Sutherland continues his exploration of behavioural quirks and mind hacks with a look at how businesses thrive on our susceptibility to be swayed by commitment, from the ‘Knowledge’ exams of a London cabbie to the strange rituals of upper-class British etiquette.

Produced by Michael Surcombe for BBC Wales

Available now

14 minutes