Conformity: Why Everything Popular is Wrong
No matter how rational you are, consensus is hard to resist. Even if you choose to stick to your guns in the beginning, you are bound to capitulate at the end. It’s hard to look like a bozo for a long time, especially when you are the only bozo in the room.
Pavlovian Conditioning: Understanding Coca-Cola’s Brand Strategy
In Pavlovian conditioning powerful effects come from mere association. The neural system of Pavlov’s dog causes it to salivate at the bell it can’t eat. And the brain of man yearns for the type of beverage held by the pretty woman he can’t have.