If Freud was right, and our subconscious plays a huge role in the decisions we make everyday, understanding it is of fundamental importance to anyone wishing to influence others.
If you ever sat through hours of bad research downloads, instinctually knowing the "findings" made no sense, perhaps a look into Bernays' theories and work will inspire you to think about consumer stimuli and response differently.
Here's a great BBC documentary on 100 years of market psychology.
enjoy,
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