What Reminds You In Your Environment About

One Of The Big Lessons From Behavioral Economics Is That We Make Decisions As A Function Of The Environment That We're In.

Thinking Is Difficult And Sometimes Unpleasant.

The Most Difficult Thing Is To Recognize That Sometimes We Too Are Blinded By Our Own Incentives. Because We Don’t See How Our Conflicts Of Interest Work On Us.

We're Actually Trying To Develop An Iphone App, Now That The Droid Is Out, We'll Do It For That As Well, If We Ever Learn How To Program On This Thing. But The Idea Is That To Make Money Concrete. So, You Can Do This App, And It's Not Out There, But You Can Do The App. And You Say, "i Like Vacation In The Bahamas, Shoes, Lattes, And Books." And Now, When You Are Tempted To Buy Something, That Thing Translates In Terms Of The Things You Are Interested In.

Brands Communicate In Two Directions: They Help Us Tell Other People Something About Ourselves, But They Also Help Us Form Ideas About Who We Are.