“ Much of marketing is about placebo effects .. which carries negative connotations of fakery, trickery, and sham. This is unfortunate because the placebo effect is very real, and stems from actual neurological mechanisms.
Although the technical quality of goods and services is crucial, an important part of the consumer's total experience… results from what consumers believe and expect these offerings to deliver.”
“ You respond to products in ways connected to different brain activity. They can be intellectual or emotional reactions, but the strongest of all is the "reptilian" response: It's about survival and all that entails, including sex.” "The reptilian brain always wins."
“ Team members grouped customer needs the way the firm normally builds the product. Customers instead grouped the needs by the way they use the product.
… The researchers also applied hierarchical clustering (Green, Carmone, and Fox 1969, Rao and Katz 1971) to needs gathered from a larger sample of customers. This method called Voice of the Customers has proven effective in literally hundreds of applications.”
Ely Dahan & John R. Hauser Handbook of Marketing (2000)