CHAPTER NOTES

1. Getting to Know the Lizard

1. Richard Thaler and Cass Sunstein, Nudge: Improving Decisions About Health, Wealth, and Happiness (New York: Penguin, 2008), 28.

2. Jonathan Miller, “Going Unconscious,” The New York Review of Books, April 20, 1995, 59-65.

3. David Eagleman, Incognito: the Secret Lives of the Brain (New York: Pantheon Books, a division of Random House, Inc., 2011), 9-12.

4. Daniel Kahneman, Thinking Fast and Think Slow (New York: Farrar, Straus and Giroux, 2011), 19-30.

5. Thaler and Sunstein, Nudge: Improving Decisions About Health, Wealth, and Happiness, 19-20.

6. Eagleman, Incognito: the Secret Lives of the Brain, 4.

7. The chart owes a lot to Timothy D. Wilson, Strangers to Ourselves (Cambridge, Massachusetts: The Belknap Press of Harvard University Press, 2002) and Thaler and Sunstein, Nudge: Improving Decisions About Health, Wealth, and Happiness.

8. Wen Li, et al., “Neural and Behavioral Evidence for Affective Priming from Unconsciously Perceived Emotional Facial Expressions and the Influence of Trait Anxiety,” Journal of Cognitive Neuroscience 20:1 (2008): 95-107.

9. Will Rogers, Saturday Evening Post, November 6, 1926, 231. Rogers specifically spelled “dident.”

10. Tor Norretranders, The User Illusion (New York: Viking, 1991), 124-156.

11. Pawel Lewicki, Thomas Hill, and Elizabeth Bizot, “Acquisition of Procedural Knowledge about a Pattern of Stimuli that Cannot Be Articulated,” Cognitive Psychology 20 (1988): 24-37.

12. Antoine Bechara, et al., “Deciding Advantageously Before Knowing the Advantageous Strategy,” Science 235 (28 February, 1997): 1293-1295.

13. James Crimmins and Chris Callahan, “Reducing Road Rage: The Role of Target Insight in Advertising for Social Change,” Journal of Advertising Research 43(4) (2003): 381-389.

14. Amos Tversky and Daniel Kahneman, “Rational Choice and the Framing of Decisions,” The Journal of Business Vol. 59, No. 4, Part 2: The Behavioral Foundations of Economic Theory (1986): S251-S278.

2. Speak the Language of the Lizard: Basic Grammar

1. Daniel Kahneman and Amos Tversky, “Judgment under Uncertainty: Heuristics and Biases,” Science 185 (September,1974): 1124-1131.

2. Wayne D. Hoyer and Steven P. Brown, "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research 17, No. 2 (Sep., 1990): 141-148.

3. Scott Plous, The Psychology of Judgment and Decision Making (New York: McGraw-Hill, Inc., 1993), 121.

4. Ibid, 78-80.

5. Thaler and Sunstein, Nudge: Improving Decisions About Health, Wealth, and Happiness, 23.

6. John A. Bargh, Mark Chen, and Lara Burrows, “Automaticity of Social Behavior: Direct Effects of Trait Construct and Stereotype Activation on Action,” Journal of Personality and Social Psychology 71 (1996): 230-244.

7. Robert B. Zajonc, “Attitudinal Effects of Mere Exposure,” Journal of Personality and Social Psychology 9, No. 2, Part 2 (1968): 1-27.

8. Kahneman, Thinking Fast and Think Slow, 62.

9. Brian Wansink, Andrew S. Hanks, and Kirsikka Kalpainen, “Slim by Design: Kitchen Counter Correlates of Obesity,” Health Education and Behavior, (October 19, 2015): 1-7. Of course, what’s visible in the kitchen and one’s weight are mutually causal. People who are overweight tend to have junk food out in their kitchen, and people who have junk food out in their kitchen tend to eat it and are overweight. Similarly, people who are careful what they eat tend to have fruit out and people who have fruit out tend to eat more fruit and less junk food and are thinner.

10. Kahneman, Thinking Fast and Think Slow, 52.

11. Christopher Helman, “David Crane’s Green Vision For Carbon-Belching NRG Energy,” Forbes, July 21, 2014, 1-2.

3. Speak the Language of the Lizard: Style

1. Plous, The Psychology of Judgment and Decision Making, 180-181.

2. Fritz Heider, The Psychology of Interpersonal Relations (New York: Wiley, 1958), 54.

3. Mark Twain, The Adventures of Tom Sawyer (Page By Page Books, 1876), Chapter II, p. 1.

4. Robert B. Cialdini, PhD, Influence: The Psychology of Persuasion (New York: Harper Collins Publishers, 1984), 17.

5. Paul Slovic, et al., “The Affect Heuristic” In Heuristics and Biases: The Psychology of Intuitive Judgment ed. Thomas Gilovitch and Daniel Kahneman (New York: Cambridge University Press, 2002), 397-420.

6. Jonathan Haidt, “The Emotional Dog and Its Rational Tail: A Social Intuitionist Approach to Moral Judgment,” Psychological Review 108, (2001): 814-838.

7. Kahneman, Thinking Fast and Think Slow, 201.

8. Matt Ridley, The Red Queen: Sex and the Evolution of Human Nature (Great Britain: Penguin Books Ltd., 1993), 146.

9. Andrew Pomiankowski, “How to Find the Top Male,” Nature 347 (1990): 616-617.

10. Andrew Ehrenberg, Gerald J. Goodhardt, and T. Patrick Barwise, “Double Jeopardy Revisited,” Journal of Marketing, 54 (July, 1990): 82-91.

11. Harriet Barovick, “What’s So Funny? Laughter-Yoga Fans Hail the Benefits of Giggling for No Reason,” Time, September 13, 2010, http://content.time.com/time/magazine/article/0,9171,2015766,00.html.

12. Ap Dijksterhuis and John A. Bargh, “The Perception-Behavior Expressway: Automatic Effects of Social Perception on Social Behavior,” Advances in Experimental Social Psychology 33 (2001): 1-40.

13. Sushil Bikhchandani, David Hirshleifer, and Ivo Welch, “Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades,” Journal of Economic Perspectives 12, Number 3 (Summer, 1998): 151-170.

14. Matthew J. Salgonic, Peter Sheridan Dodds, and Duncan J. Watts, “Experimental Study of Inequality and Unpredictability in an Artificial Cultural Market,” Science 311 (2006): 854-856.

15. Cialdini, Influence: The Psychology of Persuasion, 237-271.

16. Brian Elbel, et al., “Calorie Labeling And Food Choices: A First Look At The Effects On Low-Income People In New York City,” Health Affairs 28(6) (2009): 1110-1121.

17. Thomas E. Barry and Daniel J. Howard, “A Review and Critique of Hierarchy of Effects in Advertising,” International Journal of Advertising 9, 2 (1990): 121-135.

18. Benjamin Libet, “Unconscious Cerebral Initiative and the Role of Conscious Will in Voluntary Action,” Behavioral and Brain Sciences 8 (1985): 529-566.

19. Chun Siong Soon, et al., “Unconscious Determinants of Free Decisions in the Human Brain,” Nature Neuroscience 11(5) (April 13, 2008): 543-545.

20. Timothy D. Wilson, Strangers to Ourselves (Cambridge, Massachusetts: The Belknap Press of Harvard University Press, 2002), 47.

4. Aim at the Act, Not the Attitude

1. Timothy C. Brock and Melanie C. Green, Persuasion: Psychological Insights and Perspectives (Thousand Oaks: Sage Publications, 2005), 3.

2. Johann Wolfgang Von Goethe (1749-1832), German poet, novelist, and dramatist, n.d.

3. Icek Ajzen and Martin Fishbein, “Influence of Attitudes on Behavior,” In The Handbook of Attitudes, ed. Dolores Albarracin, Blair T. Johnson, and Mark P. Zanna (Mahwah, NJ: Lawrence Earlbaum Associates, 2005), 173-221.

4. Allan W. Wicker, “Attitudes versus Actions: The Relationship of Verbal and Overt Behavioral Responses to Attitude Objects,” Journal of Social Issues XXV, Number 4 (1969): 41-78.

5. S.M. Corey, “Professed Attitudes and Actual Behavior,” Journal of Educational Psychology 28(4) (1937): 271-280.

6. Ajzen and Fishbein, “Influence of Attitudes on Behavior,” 173-221.

7. “Throwing Out the Free Market Playbook: An Interview with Naomi Klein,” Solutions 3, 1 (February, 2012), http://www.thesolutionsjournal.com/node/1053.

8. Joshua Klayman and Young-Wan Ha, “Confirmation, Disconfirmation, and Information in Hypothesis Testing,” Psychological Review XCIV (1987): 221-228.

9. Plous, The Psychology of Judgmen t and Decision Making, 180-181.

10. William James, William James: Writings 1878-1899 (Cambridge, MA: Harvard University Press, 1984), 751.

11. David T. Neal, Wendy Wood, and Jeffrey M. Quinn, “Habits—A Repeat Performance,” Current Directions in Psychological Science 15, No. 4 (2006): 198-202.

12. Thaler and Sunstein, Nudge: Improving Decisions About Health, Wealth, and Happiness.

13. Joel Cooper, Robert Mirabile, and Steven J. Scher, “Actions and Attitudes: The Theory of Cognitive Dissonance,” In Persuasion: Psychological Insights and Perspectives, ed. Timothy C. Green and Melanie C. Brock (Thousand Oaks, CA: Sage Publications, 2005), 66.

14. Leon Festinger and James M. Carlsmith, “Cognitive Consequences of Forced Compliance,” Journal of Abnormal and Social Psychology 58(2) (1959): 203-210.

15. Michael R. Leippe and Donna Eisenstadt, “Generalization of Dissonance Reduction: Decreasing Prejudice through Induced Compliance,” Journal of Personality and Social Psychology 67 (1994): 395-413.

16. Philip G. Zimbardo, et al., “Communicator Effectiveness in Producing Public Conformity and Private Attitude Change,” Journal of Personality 33 (1965): 233-255.

17. Jack W. Brehm, “Post Decision Changes in Desirability of Alternatives,” Social Psychology 52 (1956): 384-389.

18. Daryl J. Bem, “Self-Perception: An Alternative Interpretation of Cognitive Dissonance Phenomena,” Psychological Review 74 (1967): 183-200.

19. Joseph P. Allen, et al., “Preventing Teen Pregnancy and Academic Failure: Experimental Evaluation of a Developmentally Based Approach,” Child Development 64 (1997): 729-742.

20. Elisabetta Gentile and Scott A. Imberman, "Dressed for Success? The Effect of School Uniforms on Student Achievement and Behavior," Journal of Urban Economics 71(1) (2012): 1-17.

21. Dana R. Carney, Amy J.C. Cuddy, and Andy J. Yap, “Power Posing: Brief Nonverbal Displays Affect Neuroendocrine Levels and Risk Tolerance,” Psychological Science 21 (10) (2010): 1363-1368.

22. Kurt Vonnegut, Mother Night (1961), BrainyQuote.com, Xplore Inc., 2016. http://www.brainyquote.com/quotes/quotes/k/kurtvonneg124385.html, accessed June 8, 2016.

23. Baruch Fischhoff and Ruth Beyth, “‘I Knew it Would Happen’: Remembered Probabilities of Once—Future Things,” Organizational Behavior and Human Performance 13 (1975): 1-16.

24. Cialdini, Influence: The Psychology of Persuasion, 71-74.

25. Steven J. Sherman, “On the Self-Erasing Nature of Errors of Prediction,” Journal of Personality and Social Psychology 39 (1980): 211-221.

26. Jonathan L. Freedman and Scott C. Fraser, “Compliance Without Pressure: The Foot-In-The-Door Technique,” Journal of Personality and Social Psychology 4, No. 2 (1966): 195-202.

5. Don’t Change Desires, Fulfill Them

1. Dale Carnegie, How to Win Friends and Influence People (New York: Simon and Schuster, 1936), 24.

2. Dena M. Gromet, Howard Kunreuther, Richard P. Larrick, “Political Ideology Affects Energy-Efficiency Attitudes and Choices,” Proceedings of the National Academy of Sciences USA 110 (2013): 9314-9319.

3. A.H. Maslow, “A Theory of Human Motivation,” Psychological Review 50 (1943): 370-396.

4. Donald E. Brown, Human Universals (New York: McGraw-Hill, Inc., 1991), 130-141.

5. John G. Lynch Jr. and Gal Zauberman, “When Do You Want It? Time, Decisions, and Public Policy,” Journal of Public Policy and Marketing 25 (1) (Spring, 2006): 67-78.

6. Ted O’Donoghue and Matthew Rabin, “Doing It Now or Later,” The American Economic Review 89 No. 1 (March, 1999): 103-124.

7. Amos Tversky and Daniel Kahneman, “Rational Choice and the Framing of Decisions,” The Journal of Business 59, No. 4, Part 2: The Behavioral Foundations of Economic Theory, (1986): S251-S278.

8. “Expected value” is the sum of the probability of each possible outcome multiplied by its value. For Option 2, the expected value is (.8) ($45) + (.2) ($0) = $36.

9. Plous, The Psychology of Judgmen t and Decision Making, 99-100.

10. Recently, Miller Brewing has brought back the phrase “Miller Time,” but is now using it in reference to its light beer, Miller Lite.

6. Never Ask, Unearth

1. Bill Bernbach, Bill Bernbach Said, http://www.ddb.com/pdf/bernbach.pdf, n.d.

2. Wilson, Strangers to Ourselves, 97.

3. Michael S. Gazzaniga, “Right Hemisphere Language Following Brain Bisection: a 20 Year Perspective,” American Psychologist 38, No. 5 (May, 1983): 525-537.

4. Eagleman, Incognito: the Secret Lives of the Brain, 133.

5. Richard E. Nisbett and Timothy DeCamp Wilson, “Telling More Than We Can Know: Verbal Reports on Mental Processes,” Psychological Review 84 (1977): 231-259.

6. Wilson, Strangers to Ourselves, 101.

7. Kahneman, Thinking Fast and Think Slow, 153.

8. Pew Research Center Report, “Campaign 2016: Modest Interest, High Stakes,” http://www.people-press.org/2015/04/02/campaign-2016-modest-interest-high-stakes/.

9. Fox News Poll, “Shakeup in GOP field after first debate, Sanders gains on Clinton,” http://www.foxnews.com/politics/2015/08/16/fox-news-poll-shakeup-in-gop-field-after-first-debate-sanders-gains-on-clinton.html.

10. Joseph Hair, et al., Essentials of Marketing Research (Toronto, ON: McGraw-Hill, 2008), Deli Depot data set. Analysis by author.

11. Rogers and Hammerstein, lyrics to “Some Enchanted Evening,” South Pacific, http://www.lyricsmode.com/lyrics/r/odgers_and_hammerstein/some_enchanted_evening.html.

7. Focus on Feeling

1. Antonio Damasio, The Feeling of What Happens: Body and Emotion in the Making of Consciousness (New York: Harcourt Brace. 1999), 41.

2. Bechara, et al., “Deciding Advantageously Before Knowing the Advantageous Strategy,” 1293-1295.

3. George Loewenstein, “Out of Control: Visceral Influences on Behavior,” Organizational Behavior and Human Decision Processes 65, No. 3 (March, 1996): 272-292.

4. Thomas Gilovich, Kenneth Savitsky, and Victoria Husted Medvec, “The Spotlight Effect in Social Judgment: An Egocentric Bias in Estimates of the Salience of One’s Own Actions and Appearance,” Journal of Personality and Social Psychology 78, No. 2 (2000): 211-221.

8. Create Experience With Expectation

1. E.H. Gombrich, Art and Illusion: a Study in the Psychology of Pictorial Representation (Princeton, N.J.: Princeton University Press, 1960).

2. Thomas N. Robinson, et al., “Effects of Fast Food Branding on Young Children’s Taste Preferences,” Archives of Pediatric Adolescent Medicine 161(8) (2007): 792-797.

3. Samuel M. McClure, et al., “Neural Correlates of Behavioral Preference for Culturally Familiar Drinks,” Neuron 44 (October 14, 2004): 379-387.

4. Leonard Lee, Shane Frederick, and Dan Ariely, “Try It, You’ll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer,” Association for Psychological Science 17, No. 12 (2006): 1054-1058.

5. James C. Makens, “Effect of Brand Preference upon Consumers’ Perceived Taste of Turkey Meat,” Journal of Applied Psychology 49 (1965): 261-263.

6. Jeffrey S. Nevid, “Effects of Brand Labeling on Ratings of Product Quality,” Perceptual and Motor Skills 53 (1981): 407-410.

7. Ralph I. Allison and Kenneth P. Uhl, “Influence of Beer Brand Identification on Taste Perception,” Journal of Marketing Research 1 (1964): 36-39.

8. Brian Wansink, Sea Bum Park, Steven Sonka, and Michelle Morganosky, “How Soy Labeling Influences Preference and Taste,” International Food and Agribusiness Management Review 3 (2000): 85-94.

9. Jerry C. Olson and Philip A. Dover, “Cognitive Effects of Deceptive Advertising,” Journal of Marketing Research 15 (1978): 29-38.

10. Jane Wardle and Wendy Solomons, “Naughty but Nice: A Laboratory Study of Health Information and Food Preferences in a Community Sample,” Health Psychology 13 (1994): 180-183.

11. Deborah J. Bowen, et al., “Effects of Expectancies and Personalized Feedback on Fat Consumption, Taste, and Preference,” Journal of Applied Social Psychology 22 (1992): 1061-1079.

12. Paul Slovic, et al., “The Affect Heuristic” in Heuristics and Biases: The Psychology of Intuitive Judgment, ed. Thomas Gilovitch and Daniel Kahneman, 397-420.

13. Stephen J. Hoch and Young-Won Ha, “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research 13, No. 2 (1986): 221-233.

14. Zajonc, “Attitudinal Effects of Mere Exposure,” 1-27.

15. Wayne D. Hoyer and Steven P. Brown, “Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product,” Journal of Consumer Research 17, No. 2 (Sep., 1990): 141-148.

16. John Deighton, “The Interaction of Advertising and Evidence,” Journal of Consumer Research 11 (December, 1984): 763-770.

17. Hoch and Ha, “Consumer Learning: Advertising and the Ambiguity of Product Experience,” 221-233.

18. Stacy Flaherty and Mimi Minnick, Marlboro Oral History and Documentation Project, ca. 1926-1986, http://americanhistory.si.edu/archives/d7198.htm, Smithsonian Institution, 2000.

9. Add a Little Art

1. Dan Sperber and Deirdre Wilson, Relevance: Communication and Cognition, 2nd ed. (Oxford: Blackwell Publishers Ltd, 1995), 31-38.

2. Richard E. Grandy and Richard Warner, “Paul Grice” in Stanford Encyclopedia of Philosophy, edited by Edward N. Zalta (Stanford CA: The Metaphysics Research Lab, Center for the Study of Language and Information, Stanford University, 2009).

3. Heider, The Psychology of Interpersonal Relations, 54.

4. Albert Mehrabian and Morton Wiener, “Decoding of Inconsistent Communications,” Journal of Personality and Social Psychology 6 (1) (1967): 109-114.

5. Albert Mehrabian and Susan R. Ferris, “Inference of Attitudes from Nonverbal Communication in Two Channels,” Journal of Consulting Psychology 31(3) (June, 1967): 248-552.

6. D.E. Berlyne, “A Theory of Human Curiosity,” British Journal of Psychology, 45:3 (1954): 180-191.

7. Bill Bernbach, Bill Bernbach Said, http://www.ddb.com/pdf/bernbach.pdf, n.d.

8. Edward F. McQuarrie and David Glen Mick, “Figures of Rhetoric in Advertising Language,” Journal of Consumer Research 22, No. 4 (1996): 424-438.

9. Roland Barthes, The Pleasure of the Text (New York: Hill and Wang, 1975).

10. McQuarrie and Mick, “Figures of Rhetoric in Advertising Language,” 424-438.

10. Personal Persuasion

1. Richard H. Thaler and Cass R. Sunstein, “Easy Does It,” The New Republic, April 8, 2008, https://newrepublic.com/article/63355/easy-does-it.