Absolut vodka, 108
accidental sell, 103
accompanied shop, 93
advertising, 44, 108, 128, 153, 176
beauty, 182
conceptualizing, 105
ease of reading experiment, 100
evaluation, 41
female image, 21
focus groups, 146
Heineken, 2
influence of context, 57
priming, 100
print ad processing, 41
testing, 132
aggregated opinion
versus individual response, 32
alternative therapy, 64
Amazon, 64
American football experiment, 172
anesthesiologists, 161
antimissile shield poll, 95
apology experiment, 196
Apple, 107, 137, 145, 151, 197, 200
Areni, Charles, 53
Armani, 57
artificial deconstruction, 106
artificial focus, 157
Asch, Solomon, 150
association, triggering
through research, 193
AFECT, 184
and the unconscious mind, 27
brand, 42
color, 84
established, 44
experiences, 117
from questions, 139
implicit association test, 128
marketing, 23
scratchcards, 63
unconscious, 28
unconscious mapping, 45
attention, 137
attitude statements, 105
attitudes, 30, 62, 77, 137, 140, 191
and behavior, 110
claimed, 110
discussions changing, 152
novel discussions, 153
revising, 154
schoolchildren, 111
attitudinal questions, 107, 111
auction experiment, 76
autokinetic effect, 147
Avis, 182
advertising, 41
conscious, 23
conscious vs unconscious, 176
product, 34
barbershops (Lynx), 108
Barbie, 60
Barrington-Coupe, William, 64
basketball game experiment, 121
bathroom fixtures, 71
BBC
Doctor Who, 169
Beaman, Arthur, 160
beer, 167
range selection, 35
survey on, 14
behavior
contradictions, 137
creating beliefs, 105
eating, 19
inconsistent, 132
interpreting, 178
physical, 75
values and, 19
behavioral decision theory, 99
behavioral evidence, 135
behavioral experiences, 129
being nice, 118
unquestioning, 156
visual, 89
beliefs, 105
created from behavior, 105
focus groups, 144
misplaced, 1
Bernbach, Bill, 182
Bershka, 196
bestseller lists, 147
Big Mac, 59
biscuit product development, 107
Blair, Tony, 91
blind taste test, 50
blind testing, 106
Pepsi Challenge, 9
Swedish Radio codec, 154
book buying, 198
brain
chemistry, 54
consciousness and emotion, 25
emotions, 84
fluency, 45
imaging, 25
impact of packaging, 44
pattern spotting, 125
reward centers, 22
teenagers’, 148
brain activity, preceding conscious awareness, 128
brain imaging, 150
brand
and choice, 17
artificial appraisal, 104
choice, 133
development, 146
emotions, 128
fluency, 77
influencing attractiveness, 58
loyalty, 77
misattribution, 138
new, 36
priming, 50
projective techniques, 120
satisfaction, 89
social proof, 150
brand trackers, 2
branding, 106
brands
changing thoughts, 107
comparing, 100
group influence, 143
in focus groups, 109
premium, 137
reliance on, 106
risk aversion, 41
similarities and differences, 100
success, 13
unknown, 71
bread, 28
bridge experiment, 61
Burns, Dr Gregory, 150
Butler, Lord, 155
call center, 86
car
adverts, 147
choice, 79
dealership, 57
showroom, 77
Carillon Importers, 108
casino (scent experiment), 21
CD player, 101
ceiling height experiment, 55
celebrity, 61
changing rooms, 69
charity experiment, 74
children
Halloween experiment, 160
novelty, 175
shopping with, 55
Children’s Health
Insurance Program, 103
chocolates experiment, 101
buy or reject, 105
CD player, 101
click-through analysis, 64
context, 58
irrationality of, 42
justification of, 24
Minolta cameras, 101
predicting, 25
range, 34
role of brand, 106
safe versus best, 43
satisfaction, 79
choices, 101
consumers’, 19
claimed attitudes, 110
Clarkson, Jeremy, 6
classical music, 53
Cleopatra, 182
clothing, 196
Coca-Cola
appeal of taste message, 26
lessons from New
Coke, 50
New Coke, 9, 19, 29, 33, 44, 49, 106, 165, 167
scarcity, 45
coffee mug experiment, 76
cognitive consistency theory, 156
cognitive dissonance, 17
collective rationalization, 156
associations, 84
commercial space, 53
Compaq, 2
competitive edge, 194
concentration camp, 28
confirmation bias, 64, 74, 125
congruence, 140
conscious
speed of response, 128
values, 19
conscious attention, 76
conscious awareness, 28
soda buying, 13
conscious consideration
artificial nature of, 36
conscious deconstruction, 97
conscious evaluation, 104
conscious invention
and selective recollection, 62
conscious mind, 19
unconnected unconscious, 14
conscious misinterpretations, 132
conscious recall, 14
conscious response, 19
consciousness
nature of, 31
versus unconsciousness mind, 30
consideration set, 79
Consignia, 164
consistency, 32
consistent error, 122
consumer behavior
benefit of studying, 70
brain processes, 27
studying, 69
truth of, 72
consumer fads, 47
consumer mind, understanding the, 33
consumer research. See
market research
context, 57, 65, 69, 179, 182, 194
AFECT, 185
consumer in, 53
excitement, 140
inference, 82
questions, 127
contextual influences, 139
focus groups, 146
contextual information, 98
contradictions, 137
control condition, 36
conversion, 75
cooking (fonts experiment), 176
copying text experiment, 160
covert
AFECT, 186
observation, 74
tracking, 196
Cowell, Simon, 31
cracker eating experiment, 145
crime faking experiment, 63
crowd, 46
persuasive voice, 153
understanding the, 143
Cuban Missile Crisis, 155
customer behavior new store, 34, 96
customer journeys, 90
customer need, 20
customer satisfaction, 2
misguided thinking, 85
customer service desk, 88
cutlery art experiment, 70
Daily Burn, 80
Darwin, Charles, 84
David, memory defects experiment, 25
décor, 81
Deloitte & Touche, 91
department store, 62
depth interviews, 2
design, 71, 109, 133, 136, 159, 168, 194
new store, 95
Dewey, Tim, 3
diet, 132
dieting, 73
digital television, 122
discount, guitar purchase, 43
discounting, 156
discounts, reducing risk, 43
discussion, effect of participation, 152
discussion guide, 81
discussions, changing attitudes, 152
Disney Channel, 107
display, 81
divorce framing experiment, 102
Dixon, Patrick, 179
DIY store, 56
DNA evidence, 63
Doctor Who, 169
doctors
lung cancer experiment, 102
new drug experiment, 101
dogs (fear of), 72
Domestos, 31
drink spill exercise, 113
durability bias, 172
E! channel, 107
earring, Ken, 60
eating behavior, 19
egotism, 177
electric shocks experiment, 59
electrical retailer, 16
electronic program guide, 16
emotional
experiences, 129
responses, 128
triggers, 20
AFECT, 184
processing information, 130
endowment effect, 121
engagement, 75
entrepreneurs, modeling
practices of, 38
environment, 102
AFECT, 185
focus groups, 157
human, 55
light and temperature, 22
lighting, 161
materials, 136
new store, 95
reading the, 70
risk-taking, 43
testing in, 59
viewing facilities, 157
environmental influences, 53
environmentally friendly behavior, 111
Euro 2008, 172
evolution, 55
automated decisions, 13
feeling loss, 40
speed of development, 11
exit poll, 88
expectations (unrealistic), 29
experiences, 117
expressions, 85
Extra Space Storage, 46
eye
contact, 88
information processing, 70
eye-witness testimony, 63
facial expressions, 85
facial reactions, 131
facilitating discussions, 144
fads, 145
familiarity, 176
fear, 73
feedback, unflattering, 172
feelings, 172
female face, priming, 21
Fillet o’ Fish, 59
film, enjoyment experiment, 24
filter, unconscious, 102
Fine, Cordelia, 5
finger tap experiment, 128
fixture, 81
flooring, 83
flower charity experiment, 74
flowerpot, Moll hypnotism, 23
fluency, 45, 64, 77, 137, 176, 178
Flynn, Maureen, 63
focus, artificial, 19
focus groups, 2, 5, 53, 115, 143, 195, 197
absence of risk, 40
balanced questions, 116
brands, 109
focalism, 173
group influence, 144
groupthink, 155
moderator, 118
moderator influence, 116
polarizing effect of, 152
pyschotherapeutic use, 144
summary of issues, 166
fonts
choice, 45
food processors, 58
foraging, 62
forced certainty, 123
frame of mind, 85, 112, 116, 139
AFECT, 185
behavioral experiences, 129
projective techniques, 120
questions inviting, 111
fundamental attribution error, 32
fundamental misattribution error, 85
Gallup, 99
gambling, choice experiment, 28, 39
General Motors, 6
gestures, 85
Gladwell, Malcolm, 6
glucose, 45
golf clubs, 94
gorilla (inattentional blindness), 94
gramophone, 64
Greek dancing, hangover, 44
grief, 171
group discussions. See focus groups
group influence, 143
group therapy, 144
groupthink, 155
guitar shop, 42
Haarhuis, Paul, 112
habit, 175
hall tests, 53
Halloween children experiment, 160
handwriting clarity, 45
happiness, 171
hardware store, 54
Harley, Robert, 154
Harris, Thomas, 115
Hatto, Joyce, 64
Hawthorne study, 161
heart disease experiment, 117
heatmaps, 90
Heineken, 2
Heinz, All Natural Cleaning Vinegar, 60
Hertz, 182
hesitation, 78
hippocampus, 15
Hitler, Adolf 143
Hollywood, 145
homoeopathy, 168
Honda, 57
Hopkins, Claude, 181
hormone levels, 88
hotel towels, 47
Hotpoint, 18
housing market, econometric model, 170
how we think (problem of), 117
hypnotism, 23
IBM, 107
iBooks, 200
images, 83
Implicit Association Test, 128
impulse, 62
inattentional blindness, 94, 135
Inditex, 196
environmental, 71
female faces, 21
framing, 102
group, 147
happiness, 172
light, 22
logos, 107
music, 54
of discussion, 153
of experts, 154
of opinion polls, 178
of repetition, 153
order effect, 24
priming, 48
product, 100
social, 165
tone of voice, 153
unconscious visual, 21
weather, 29
information
amount of detail, 98
vivid presentation of, 104
information storage, 15
in-home interviews, 53
thirst for, 39
insight, individual
responses, 193
instinctive response, 28
in-street interviews, 53
intentions, 73
revising, 154
internet survey, AFECT, 189
interviewing, 174
invulnerability, 156
iPad, 200
Ipsos MORI, 123
ITV, 124
Janis, Irving, 155
jokes, 87
Kahler, 118
Ken, 62
Keneally, Thomas, 28
KFC, Skinless Fried Chicken, 19
ladder experiment, 47
Lakhani, Dave, 34
Lamm, Helmut, 153
language, inflexion, 46
LaPiere, Richard, 110
laughter, 86
lawn mowers, 58
leading questions, 134
pattern detection, 28
Lever Fabergé, 108
Li, Dr Wen, 20
Libet, Benjamin, 128
light, influence of, 22
listening, 86
advantages vs. market research, 37
opportunity cost, 38
live trials, 69, 139, 188, 195
control conditions, 36
degrees of, 33
scale of, 36
Locanthi, Bart, 154
£10 note demonstration, 40
lottery, 171
lottery scratchcards, 62
lung cancer experiment, 102
Lynx, 108
M&C Saatchi, 91
managed investment funds, 51
market mapping, 100
Absolut vodka, 108
Apple, 197
Avis and Hertz, 183
Baileys, 2
BBC, 2
beyond, 181
centralized processes, 58
convenience of collection, 65
customer satisfaction, 85
Doctor Who, 169
dynamic personality, 125
emergence of, 1
expenditure on, 3
fast food, 19
female interviewer, 21
focalism, 173
frame of mind, 114
fundamental attribution
error, 32
Google, 18
Heineken, 2
how wrong can it be, 122
McDonald’s Arch
Deluxe, 59
Millennium Dome, 91
New Coke, 9
of the future, 167
out of context, 69
packaging, 109
Pontiac, 178
Post Office, 164
product appraisal, 104
product availability
claim, 134
projective techniques, 120
reassurance, 10
Red Bull, 148
risk, 197
risk reduction, 51
smell, 20
social proof, 51
taste tests, 15
time, 63
value for money, 192
versus entrepreneurial
process, 38
wishful thinking, 181
Market Research Society, 156
market stalls, 46
Millennium Dome, 104
traditional theory, 20
unconscious impact, 23
viral, 153
Massimo Dutti, 196
Mateschitz, Dietrich, 148
Mattel, 60
McDonald’s, 58
McLean, 19
McEnroe, John, 112
memes, 46
memory, recall, 15
Milgram, Stanley, 59
Millennium Dome, 91, 103, 118, 122, 139, 140, 167
misattribution, 32, 85, 125, 138, 194
arousal, 61
context, 57
excitement, 61
music, 54
unconscious, 62
body language, 118
Moll, Albert, 23
money sharing experiment, 49
monitoring, 86
Moore, David W., 99
Morrison, Bryce, 64
motor oil, 191
MTN, 179
MTV, 108
Swedish Radio codec, 154
switching preferences
experiment, 148
Myers, David, 152
names, 63
children’s, 45
link to own, 177
National Audit Office, 122
navigation, 94
Nazi Party, 143
neuroscience, 27
unconscious processes, 25
New Coke. See Coca-Cola
new products, resistance to, 43
newsagent, 62
night club, 43
Nike, scent experiment, 20
Nisbett, Richard, 24
experiment, 24
NOP, 91
bias, 175
choice, 78
combined with questions, 131
confirmatory questions, 135
covert, 84
customer service, 85
detachment, 86
impact of awareness of, 161
jokes, 88
new store, 95
of emotions, 84
overweight people, 73
odors, 71
oil drilling poll, 99
Old Navy, 58
online surveys, 53
Alaska oil drilling, 99
BBC licence fee, 122
SCHIP, 103
opinions
reinforcing existing, 109
soliciting, 125
opportunity cost, in live trials, 38
order effect, 24
osteoarthritis, 101
outdoor equipment, 78
packaging, 10, 77, 80, 100, 108, 109, 133, 136, 169, 186
Pepsi Challenge, 44
testing, 83
wine, 22
Palmolive, 182
Panasonic microwave experiment, 80
panty hose experiment, 24
Parent Shrinking, 115
parental approval, 86
Paris Motor Show, 61
patterns, detection experiment, 28
Pearl Harbour, 155
Pell, Susanna, 130
pen, 58
Pendergrast, Mark, 44
Pepsi, 50
claimed taste superiority, 26
perceived scarcity, 44
personality, 125
behavior, 118
persuading (inadvertent), 104
Peugeot 1007, 61
phonebook experiment, 99
physical contact, 76
physicians experiment, 99
pianist, 64
low-cal pizza, 19
Please You (behavior driver), 119
Poe, Edgar Allen, 89
point of sale
material, 83
testing, 135
polarizing effect, of focus groups, 152
political fiascoes, 155
politics, 144
Pontiac, 178
Porsche, 168
Post Office, 164
post-rationalizing, misguided confidence, 32
posture, 85
prevailing majority, 149
price, 16, 77, 78, 98, 106, 187
AFECT, 185
label, 21
Red Bull, 148
trial, 43
pricing, customer chosen, 35
and fluency, 176
BBC licence fee, 123
copying others, 145
double entendre, 146
focus group, 151
friends, 121
light and temperature, 22
Millennium Dome, 140
numbers, 98
packaging wine, 22
price label, 21
product attributes, 105
questions, 102
restaurant, 81
unconscious, 115
visual, 21
warm-up exercise, 109
prison experiment, 59
probing, barrier to accuracy, 129
product
artificial focus, 108
concept testing, 119
interaction, 77
testing, 106
products
peripheral, 71
referencing, 137
surrounding, 136
projective techniques, 119
promotional material, evaluating, 83
psychics, 169
psychological confidence, 187
psychological traits
common, 38
fundamental, 27
psychologists, 27
publishers, 37
purchase behavior, unconscious, 36
purchaser, valuing product, 121
Questioning Questions, 91
questions
abstract, 103
abstract vs concrete, 123
answering, 95
asking several, 193
attitudinal, 107
balancing with behavior, 139
behavioral, 139
being nice, 118
confirmation and clarification, 135
conscious level, 97
contradictions, 137
ease or difficulty of, 118
frame of mind, 111
importance of skepticism, 131
indirect, 133
leading, 134
loss aversion, 42
“other people,” 133
range size, 136
sensitization, 109
sequencing, 139
telling people what to
think, 93
worth asking, 127
Rachmaninov, 64
racial prejudice experiment, 110
radio codec development, 154
Randi, James, 63
conscious assessment, 136
recall, advertising, 41
reflection, 160
reflexive processing, 16
REI, 78
reinforcing existing opinions, 109
relativity, 57
repetition, impact of, 153
respondent recruitment, criticism of, 163
response, self-justification, 28
restaurant
fresh food, 81
visible customers, 87
retail displays, lighting experiment, 54
retail environments
behavior, 138
influences, 53
retail outlet, selecting, 18
retail park, 96
retailer perception, 76
retailers, online, 26, 34, 63, 89
Review of Intelligence of Mass Destruction, 155
preoccupation with, 42
reducing with AFECT, 183
risk taking, 149
Roberts, Pat, 155
Rolex, 57
room proportions, 55
Rowlands, Mark, 5
Royal Albert Hall, 112
Rumsfeld, Donald, 15
Russell, Bertrand, 72
sales, diagnosing poor, 83
sales figures, barometer of success, 38
female, 21
perceived scarcity, 45
priming, 98
sampling, 92
satisfaction, 101
self-reported, 89
Save the Children, 104
Schindler, Oscar, 28
Scientific Advertising, 181
scratchcards, 63
screening, 151
Seasonal Anxiety Disorder, 55
selective attention, 26
self-assessment, 74
self-awareness, AFECT, 186
self-censorship, 157
self-consciousness, 161
self-delusion, 131
self-perception theory, 72
senses, 27
filtering, 20
from mirrors, 160
sensory experiences, priming, 50
share names, 177
share performance, 177
shaving cream, 99
Sherif, Mazafer, 147
shopping lists, 132
Shuster, Sam, 87
Signum, 6
skin conductivity response, 28
smoke experiment, 46
snake (rubber), 174
soap dispensers art experiment, 71
social proof, 46, 50, 137, 150
and priming, 48
Hertz, 182
market research, 51
social sensitivity experiment, 49
soft drinks, display evaluation, 34
speech experiment, 105
sponsorship, 44
staff
call center, 87
contact, 75
ignoring customers, 88
interactions, 84
standardization, desire for, 58
Stanford Prison
Experiment, 59
statement presentation, 118
statistical confidence, 3
statistical significance, 92
stereotyping, 156
stock market crash, 170
Stoner, James, 152
store
computer parts, 35
design, 34
display impact, 81
entrance, 77
environment, 71
music, 54
product availability, 134
students, cheating experiment, 160
subliminal brand exposure, 106
suggestion, 101
suicide notes experiment, 49
supermarket, 60
beer, 14
choice, 79
jam choice test, 18
level of unconscious
attention, 36
music, 54
reliance on unconscious, 31
shopping lists, 132
Sytropin, 26
Swedish Radio, 154
Tango, 47
taste test, 15
taxi journey, 82
teenagers, 148
television
licence fee, 122
listings, 16
new drama, 15
program title appraisal, 26
selecting a program, 135
Sony, 42
temperature, 22
temporal lobes, impact of damage, 25
temporary shop scam, 46
terrorist attacks, 130
texture, 194
Thaler, Richard, 121
The Absolute Sound, 154
theme park, 43
Thomas, Lewis, 86
ticket design, 16
tights experiment, 24
asking questions, 127
eyes, 80
mental processing, 77
timeframe, AFECT, 186
Timex, 58
TNS-BMRB, 123
influencing groups, 153
please you, 119
toothpaste, 98
Top Gear, 6
touch, importance of, 75
towels sign experiment, 47
Townshend, Robert, 182
transactional analysis, 96, 111, 120
triggers of desire, 20
Turkey, 82
Tversky, Amos, 79
typeface, 176
unanimity, illusion of, 157
unconscious
filtering, 102
shaping behavior, 29
unconscious drives, eating, 19
unconscious familiarity, 41
unconscious mind
and behavior, 139
brands, 13
conflict with conscious, 30, 39
emotions, 84
fluency, 45
importance of, 10
influence outside of
awareness, 26
language, 12
learned distortions, 86
least resistance, 45
pattern checker, 26
preoccupation with
safety, 40
processing ability, 27
realization of insight, 139
referencing data, 15
reflexive processing, 16
reliance on, 31
screening out, 12
speed of response, 128
the problem of the, 11
visual communication, 83
unconscious priming, 115
Underhill, Paco, 34, 69, 75, 160
unicycling, 87
Unilever, 108
US government, 95
value for money, 192
vegetarian food, 133
video, 160
mimicking experiment, 145
description, 158
environment, 157
mirror, 160
viral marketing, 153
vision test experiment, 150
visual attention, 83
visual clutter, removing, 34
visual communication, 83
visual prompts, 63
visual sense, 21
vodka, 108
voice of the customer, 23
walking pace, 76
Wall Street Journal, 168
warm-up exercise, 109
Watergate, 155
weather, 50
influence, 29
Wegner, Daniel M., 7, 25, 31, 158
western apparel and feed
store, 54
Whirlpool, 18
white noise, 71
Wilson, Timothy D., 3, 24, 30, 99, 172
wine
classical music experiment, 53
familiar image experiment, 177
packaging experiment, 22
price experiement, 21
wishful thinking, 168
witness (leading), 101
witnesses, 63
women shopping together, 56
word scrutiny, 131
words, 83
choice of, 85
IAT categorization, 129
priming, 48
writing, 78
Y2K, 92
Zara, 196
Zimbardo, Philip, 59