Ackerman, Gary, 116
Altria, 221
altruism, 33, 37–9, 44–5, 50, 54, 125, 127, 130, 221
American Express, 60
America’s Top Chef television program), 71
amygdala, 24, 60–2, 79–81, 83–4, 101, 117, 122
Anderson, Chris, 131
anterior cingulate cortex (ACC), 104, 189
Apple, 7–8, 53, 112, 134, 159–60, 175–6, 178, 230
iPod “Silhouettes” campaign, 151–2
Aron, Arthur, 236
Ascena, 220
astroturfing, 203
AT&T, 39, 65, 164, 179, 222, 230
Atkinson, Bill, 175–6
Avatar (film), 73–4
Ban deodorant, 202
Bateson, Gregory, 176
Bawa, Kapil, 37–8
Beatles, 72
Bedbury, Scott, 172
Beef Industry Council:
“Beef . . .real food for real people campaign,” 222
behavior, neurological levels of, 176–9
Beitman, Bernard D., 229
Bergman, Peter, 166
Berkshire Hathaway, 157–8
Bezos, Jeff, 131–2
Big Three automakers, 116–17, 124
Biggie Smalls, 206
Blair Witch Project (film), 51, 75
Blank Slate, The (Pinker), 33–4
Blendtec Total Blender, 75, 202
blind-sight, 76–8
Bloom, Paul, 165
brain:
amygdala, 24, 60–2, 79–81, 83–4, 101, 117, 122
anterior cingulate cortex (ACC), 104, 189
dopamine, 19–20, 102–5, 107, 110
emotional brain (limbic system), 60–3
hypothalamus, 60–1
MacLean’s three-part theory of the, 58–65
physical (reptilian) brain, 58–60
rational brain (neocortex), 63–5
brands:
associations, 211–21, 227, 244
as chemically driven shortcuts, 19–22
compared to people, 15
as expectations based on memories, 17–19
as learned behaviors, 21
names, 220–1
as subjective experiences, 21
Brizendine, Louann, 44
Brooks, David, ix, 170
Brown, Jeff, 181
Brown, Joshua, 189
Buffet, Warren, 157–8
bullshit alarms, 124–6
Bunzeck, Nico, 101
Burnett, Leo, 208
Buss, David, 41
Buyology (Lindstrom), 81
Calgon, 151
California Milk Processor Board: “Got milk?” campaign, 57, 59, 68–9
Call of Duty (video game), 74, 135–6
calorie labeling, 43
Cameron, James, 74
Campbell’s Soup, 60
Capgras syndrome, 83
Carlin, George, 174
Carl’s Jr., 71
Cascade dish detergent, 200
Certs breath mints, 167–8
Challenger space shuttle disaster, 82
Cher, 111
Chick-fil-A, 203
Cialdini, Robert, 34–5
CiCi’s Pizza, 113
Clairol: “Does she . . .or doesn’t she?” campaign, 147–9
coalition formation, 33, 35, 39, 51, 55
advertising budget for, 8
brand properties of, 21
taste comparison tests with Pepsi, 7–8, 13, 17–20
cognitive behavioral therapy, 189
cognitive reframing, 217–19
cognitive science, x, xii, 33, 84, 112, 134, 153, 172, 187, 189
collective consciousness, 154–5, 241
collective decision making, 33, 51, 54
comfort, creating, 140–5
constructive perception, 97–9
“consumer,” use of the term, 29–30
Cooper, Anderson, 111
Covey, Stephen, 117
Crazy Eddie, 23
Crispin Porter + Bogusky, 55, 104
Crook, Thomas, 128–9
Damasio, Antonio, 70, 84–7, 170–2, 186, 237
Dawkins, Richard, 27, 68–9, 124, 165
DDB Worldwide, 100
De Beers: “A diamond is forever” campaign, 177
de Gelder, Beatrice, 76–7
de Meo, Luca, 159
De Vries, Peter, 174
Deaner, Robert, 46
decision making, 18–9, 33, 79–80, 84–8, 133, 156, 186–9, 198, 237. See also collective
Deming, W. Edwards, 25
Dempsey, Melanie, 213–14
Dergarabedian, Paul, 52
Descartes, 228
Deutsch LA, xi, 52, 87–8, 94–5, 105, 110, 113, 119, 134, 140, 152, 157–9, 214
DIRECTV, 106–7
Disney, Roy, 169
dominance hierarchies, 44–5, 51, 55
Domino’s Pizza, 142
dopamine, 19–20, 102–5, 107, 110
double scope blending, 153–4
Dove: Campaign for Real Beauty, 138, 202–3
Doyle, Patrick, 142
Dr Pepper, 177
Dress Barn, 220
Drive (Pink), 176
Dunbar, Robin, 143
Durkheim, Émile, 154
Dutton, Donald, 236
Duzel, Emrah, 101–3
Dyson, James, 190–1, 194–5, 202
Eagleman, David, 21
Ebbers, Bernie, 179–80
Edelman, 141
Einstein, Albert, 3, 6–7, 14, 175, 178, 216
Eisenberger, Naomi, 47–8
Ekman, Paul, 181
electroencephalogram (EEG), 22, 52, 95–6
Electronic Arts, 155
Ellis, Albert, 189–90
Else, Tom, 122
Elsener, Carl, 160
emotional intelligence, 49, 231–2
emotions:
behavior and, 60–88
decision making and, 15–16, 23, 84–8, 173–4
desires and, 41
facial expressions and, 120, 137
feeling compared with, 170–1
influence and, 9
overload of, 168–9
pattern interrupts and, 94–6, 101, 103, 111, 113–14
physical nature of, 78–9, 170–3
preferences and, 16–20
rationality and, 187–204
religion and, 163–80
shifting, 180–2
unconscious and, 15–16
endorsers and endorsements, 166, 192, 221–2
“Energizer bunny” campaign, 100–2, 110, 140
E.P.T., 139
ethology, 34
Euro RSCG New York, 65, 112, 179
evolutionary psychology, 21, 31–3, 38–41, 53, 118, 127, 130, 143, 175, 209
evolved psychological mechanisms, 32–4
Expedia, 87
experiential marketing, 106, 112, 182, 230, 232–3, 242
Expression of the Emotions, The (Darwin), 57
Facebook, 51, 54–5, 69–70, 111, 129, 141, 173, 182, 203, 222
familiarity, 132–3
fantasy sports league, 155
Fenske, Mark, 181
fight-or-flight response, 24, 58, 61, 117, 128
fixed action patterns, 34
Flickr, 69
focus groups, xiii, 9, 11–13, 22–3, 114, 120–1, 196, 214
food selection, 33, 40–4, 65, 68–70, 101, 109
Foote, Cone & Belding, 147
Foursquare, 55–6
Freud, Sigmund, ix, 67, 149–50, 237
Frito-Lay, 22–3
Frost, Robert, 108
Fry’s Electronics, 109
fun theory, 106
functional magnetic resonance imaging (fMRI), 18, 22, 47–8, 101, 139
Gallese, Vittorio, 228
galvanic skin response, 22, 85
Garner, James, 222
General Foods
International Coffee, 229
General Motors (GM), 115–23, 141
Gilmore, Gary, 149
Goleman, Daniel, 231
Goodby Silverstein & Partners, 57
Google, 144
Greatest Movie Ever Sold, The (documentary), 202
Grey Poupon, 60
Hardee’s, 71
Harley-Davidson, 53, 135, 160, 178
Harris, Joe, 129
Harsanyi, John, 46
Haynes, John-Dylan, 5
“expensive equals good,” 36
Hidden Persuaders, The (Packard), 4
Hilfiger, Tommy, 205–7, 210–12
hip-hop, 206–8
Hirsch, George, 149
Hofstadter, Douglas, 134
Hooters, 190
Hummer, 162
Hunter, Mark, 157
hunter-gatherers, 31, 35, 40, 42, 45, 53–4, 79, 125, 127–8, 156
hypothalamus, 60–1
I Am a Strange Loop (Hofstadter), 134
identity, 11, 53, 64, 152, 159, 177–9, 225
Ikea, 48
imagination, 6, 90, 147–62, 164, 169
Influence (Cialdini), 34
“Intel Inside” campaign, 86–7, 216–17
intrasexual competition, 33, 45
“invisible commercials,” 3–4
Iowa Gambling Task, 85–6
Ipsos ASI, 215
Jackson, Janet, 72
Jagger, Mick, 210
Johnson, Magic, 221
Jung, Carl, 10–11, 27, 76, 159, 162
Kahneman, Daniel, 192–4, 234, 242
Kappas, George John, 166
Katner, Lawrence, 76
Kelly, Gary, 129
KFC, 220
Khera, Amit, 46
King Jr., Martin Luther, 150–1
Koehn, Nancy F., 235
Lady Gaga, 111
Langer, Ellen, 199–200
Late Night with Jimmy Fallon (television talk show), 74
learned behaviors, 14–15, 21, 50, 99
LeDoux, Joseph, 61, 79–82, 84, 87, 190
Lennon, John, 126
Life Alert medical alarm, 60
Life cereal, 60
limbic system, 18, 60–3, 66–7, 165
Lindstrom, Martin, 81, 160, 213
Lombardi, Vince, 163–4
Long, Jeff, 170
L’Oreal, 135
Lowe and Partners Advertising, 36, 59
Lowenstein, George, 237
Lucas, George, 155–6
Mackay, Hugh, 145
MacLean, Paul, 58, 60, 63, 65, 67
MacNeill, Allen D., 33
Mahoney, Tim, 33
Marean, Curtis, 40
market research, x-xiii, 3–4, 7–8, 10, 13, 22, 26, 72, 82, 162, 172, 179, 215, 230. See also neuromarketing
Marlboro cigarettes, 208–12, 216
mate choice criteria, 15, 33, 53, 55, 70, 126, 143, 209–10
Mateschitz, Dietrich, 230–4
McCartney, Paul, 72
McDonald’s, 21, 41–2, 101, 217
media wear-out, 102
Mehrabian, Albert, 13
Meltzoff, Andrew, 133
Messner Vetere Berger McNamee Schmetterer/Euro RSCG New York, 112. See also Euro RSCG New York
Method Man, 206
Michelangelo effect, 135–6
Michelin, 71
Millward Brown, 131
mirror neurons, 49–51, 133, 238
Mitchell, Andrew A., 213–14
Montague, Ty, 138
Moore, Rob, 52
Mukherjee, Ann, 22
mu-opioid receptor gene, 47–8
Mustafa, Isaiah, 103
National Pork Board: “The other white meat” campaign, 218–19
natural selection, 27, 30–2, 34, 66
neurobusiness, 25
neurological iconic signatures (NIS), 219–20
neuromarketing, 22–5, 78, 114, 219, 241
neuroplasticity, 212
Newberg, Andrew, 165
Nielsen, Leslie, 107
Nike, 16, 53, 72–3, 134–7, 159, 172, 229–30
“Find your greatness” campaign, 136
“Just do it” campaign, 72–3, 134–5, 148–9
No Fear, 73
Nordstrom, 38
Notorious B.I.G., 206
Olson, Cheryl K., 76
Olson, Judy, 141–2
Olympic sponsors, 136–7
Outpost.com, 108–9
overload of feeling, 168–9
P. Diddy, 221
Packard, Vance, 4
Page, Max, 94–6
paradigm, 167
Paradox of Choice, The (Schwartz), 196
Paranormal Activity (film), 51–2
pattern interrupts, 105–14
Peller, Clara, 68–9
Perry, Katy, 221
persona (marketing tool), 9–13, 22–3, 135
pets.com, 23
Pham, Michel Tuan, 118
Philip Morris, 220–1
Marlboro Country campaign, 209–210
Marlboro Man campaign, 208–9, 216
Pizza Hut, 220
Platt, Michael, 46
Poldrack, Russell, 100
Polycoff, Shirley, 147–9
Powerpoint, 156
Pradeep, A. K., 220
predator avoidance, 16, 33, 35, 40–1, 66, 125, 210
Predictably Irrational (Ariely), 198
Pressfield, Steven, 153
priming, 213–16
Provine, Robert, 142
qualitative market research, 12–13, 162
Quiznos, 109
RadioShack, 220
Ramachandran, V. S., 77–8, 83–4, 161, 238–9
Rapaille, G. Clotaire, 162
rational emotive behavioral therapy, 189–90
rationality, 185–204
reciprocal altruism, 33, 37–9, 45, 54, 125, 127, 130
Relativity, Theory of, 6, 175, 216
religion, 163–80
Ries, Al, 226
rituals, 33, 50–2, 59, 68, 168, 182, 226–7, 229, 235
Rizzolatti, Giacomo, 49
72andSunny, 71
Sam’s Club, 170
Schmetterer, Bob, 112–13
Schultz, Howard, 226
Schultz, Wolfram, 103
Schwartz, Barry, 196
Selfish Gene, The (Dawkins), 68
Shakespeare, William:
Hamlet, 15
Sherman, Brad, 116–17
Shiv, Baba, 193
Shoemaker, Robert, 37–8
Silk Cut, 81
Simpson, Jessica, 221
Sims (video game), 155
Sinek, Simon, 179
Smith, Adam, 117
Smith, Kevin, 142
Smith, Paul, 191
Snapple All Natural Tea, 101, 202
Snoop Dogg, 207
Socrates, xiii somatic marker hypothesis, 86–8, 186, 235, 237
Southwest Airlines, 129–30, 142
Spears, Britney, 221
spirituality, 164–5, 176–8. See also religion Spurlock, Morgan, 202
Star Wars (film), 155–6. See also Volkswagen: Passat “The Force” campaign Starbucks, 101, 127, 172, 226–7, 229, 235, 243
Start with Why (Sinek), 179
Stella Artois, 36
Stephens, Greg, 139
story telling, 152, 155–9, 162, 169
Strangers to Ourselves (Wilson), 14
subliminal advertising, 3–5, 215–16
Super Bowl commercials, 23, 52, 72, 93–5
Survivor (television program), 50–1
symbols, 159–61
taste preferences, 41–4
territoriality, 33, 35, 39, 51, 59
Thoreau, Henry David, 161
thought-starters:
creating comfort, 140–5
leading the imagination, 161–2
leveraging action, 242–4
leveraging and changing associations, 219–22
satisfying the critical mind, 201–4
shifting feelings, 180–3
using pattern interrupts, 111–14
Timberlake, Justin, 72
translogic, 167–8
transparency, 121, 124, 126, 140–4
Treach, 206
Tribble, Bud, 175
tribes, 35, 44–5, 47, 53–6, 69, 79, 128, 210
Trident: “Chew on this” campaign, 192, 198
Trip Advisor, 125
trust, 130–2
Upton, Kate, 71
U.S. Army, 135
Vaillant, George, 240
values and beliefs, 177
van Baaren, Rick, 140
Vera Wang, 36
Viamontes, George I., 229
Vicary, James McDonald, 3–4
Vick, Michael, 75
Victorinox, 160
video games, 21, 74–6, 135–6, 238
Volkswagen, 10, 50, 87, 95–6, 108, 110, 114, 123
fun theory and, 106
Passat “The Force” campaign, 94–7, 110, 114, 152
Punch Dub campaign, 52
“Safe happens” campaign, 104–5
“Think small” campaign, 96
Tiguan, 158
Wagoner, Rick, 115–17, 121–2, 124
Walmart, 172
Way, Baldwin, 48
Wendy’s: “Where’s the beef?” campaign, 68–9
Whitacre, Ed, 141
Whole New Mind, A (Pink), 156
Wieden, Dan, 149
Wilson, Edward O., 30
Wilson, Timothy, 14, 215–16, 225
Winfrey, Oprah, 111
Wittman, Bianca, 100–1
Wolpert, Daniel, 228
World’s Deadliest Catch television program), 71
WorldCom, 179–80
Yelp, 125
Zajonc, Robert, 132
Zak, Paul, 127–9
Zappos, 112