Authors: Martin Lindstrom
I’d also like to thank Dr. Greg Dillon; Dr. Hawk Smith; Dr. Jorge
Petit; Dr. Isabelle Souffront; Dr. Gertie Quintandon; Rose Garcia; John Dulworth; and Ron Mitchell, who helped shape some of my thoughts and clarify some of my hypotheses.
Among my goals in a book is to share observations, fascinating statistics, and of course access to people who my readers never thought existed. Making all this possible is my number one researcher, Bobbie7—yep, that’s really her name. Bobbie7 has worked for me for over ten years—together we’ve worked on four books—yet we’ve never met. (Part of her brand is to be mysteriously unknown.) Thank God I found you, Bobbie7. Joining our research effort were the talented Risa Sacks and Amelia Kassel, who ran some of the primary and secondary research jobs for almost one year. They’ve interviewed and screened hundreds of people and helped me verify hard-to-track-down data. I’m so proud to have worked with both of you—thanks heaps for all your hard work. Frank Foster—thanks for your friendship and thanks for your guiding hand turning the last chapter around in the eleventh hour.
All of which leads me to the hundreds of people we’ve interviewed worldwide. A special (and enormous) thank-you goes to Unilever’s David Cousino, a shining star in the field of consumer insight. Thank you so much for sharing the most amazing insights about a fascinating project led by a fantastic company. Howard Roberts and Richard Hun-tington, both from Saatchi & Saatchi, also contributed amazing insights. I’d also like to thank Isabel Lopes, MSLIS, Assistant Librarian, Center on Media and Child Health, Children’s Hospital, Harvard Medical School, Harvard School of Public Health; and Sally J. Persing, Center on Media and Child Health (CMCH), Children’s Hospital Boston. Also a special thank-you to Linda Ackerman and Beth Givens, Privacy Activism, for their insight into online practices. Steven Pray, PhD, DPh, Professor of Nonprescription Products and Devices at College of Pharmacy, Southwestern Oklahoma State University, helped me understand the addictive qualities of products.
Thanks also go to Dr. Charles Lynde, past president of the Canadian Dermatology Association, Assistant Professor at the University of Toronto; Giselle Whitwell—music therapist—a pioneer in music therapy, especially for prenatal and early childhood; Peter Hepper, Fetal Behavioral Research Center, Queens University, Belfast, Northern
Ireland; Catherine Lynch and Joanne Irwin; and Jenny Saffran, Distinguished Professor, Psychology, University of Rochester, Group Coordinator, Communication and Cognitive Sciences Group. Thank you to Janet DiPietro, Associate Dean for Research, Professor, Department of Population, Family and Reproductive Health, Johns Hopkins Bloomberg School of Public Health; Claire Lerner, Director of Parenting Resources, ZERO TO THREE; and David Chamberlin, PhD, author of
Prenatal Memory and Learning
and
The Mind of Your Newborn Baby
, among other books.
I’d also like to thank Marcy Axness of Quantum Parenting for help understanding the uses of data mining; Bryan Pearson, President and CEO, Alliance Data and LoyaltyOne Air Miles Reward Program; Michael Berry, Data Miners; Peter Fader, Wharton School of Business; Herb Sorensen, TNS Global; and Wendy W. Moe, Associate Professor of Marketing, Robert H. Smith School of Business, University of Maryland.
For help with early childhood issues I’d like to thank Emily Korns, Nestlé Infant Nutrition; and Abigail Tuller, Editor in Chief,
Pregnancy
magazine and
Pregnancy360.com
. Thank you both for all your amazing insight.
Last, but certainly not least: thanks to the talents of our incredible casting director, Marcy Tishk, we searched for months for a beautiful, kind, outgoing, smart, beautiful family—and boy, were Eric and Gina Morgenson and their children, Jack, Sam, and Max, ever up for it. A very significant and major thank-you to the Morgenson family, who couldn’t have made this project more interesting, easier, or more exciting, and to all their lovely friends in Laguna, who allowed us to observe their consumer habits. We are forever grateful.
Enormous thanks also go to our TV producer, Andy McEntee, who made this project so successful and provocative, and without whose expertise, ideas, and warmth this project would never have happened. Finally, ChatThreads, a company that captures data on how, when, and where consumers notice individual brands in their day-to-day lives, then analyzes how these encounters impact purchase behavior, helped measure the profound impact of word-of-mouth marketing. I truly believe no other company can perform better than they did.
1.
See the organization’s Web site,
www.enough.org.uk
.
1.
Minna Huotilainen, “Foetal Learning: A Bridge over Birth” (available at
http://www.edu.helsinki.fi/lapsetkertovat
/lapset/In_English/Huotilainen.pdf
).
2.
P. G. Hepper, “Fetal Memory: Does It Exist? What Does It Do?”
Acta Paediatrica Supplement
416:16–20 (available at
http://www.cirp.org/library/psych/hepper1/#n29
).
3.
“Children Whose Mothers Smoked During Pregnancy and Early Childhood More Likely to Smoke as Adults,”
Science Daily
, May 21, 2009 (available at
http://www.sciencedaily.com/releases/2009
/05/090519134657.htm
).
4.
Emily Oken, Elsie M. Taveras, Ken P. Kleinman, Janet W. Rich-Edwards, and Matthew W. Gillman, “Weight Gain in Pregnancy Linked to Overweight in Kids,”
American Journal of Obstetrics & Gynecology
, April 2007.
5.
“Pregnant Mother’s Diet Impacts Infant’s Sense of Smell, Alters Brain Development,”
Science Daily
, December 6, 2010 (available at
http://www.sciencedaily.com/releases
/2010/12/101201095559.htm
).
6.
“Children Whose Mothers Smoked.”
7.
J. A. Mennella, C. P. Jagnow, and G. K. Beauchamp, “Prenatal and Postnatal Flavor Learning by Human Infants,”
Pediatrics
107(2001), no. 6: E88.
8.
Annie Murphy Paul,
Origins: How the Nine Months Before Birth Shape the Rest of Our Lives
(New York: Free Press, 2010).
9.
Dani Veracity, “Child-Centered Marketing Causing Kids to Carry Unhealthy Food Habits into Adulthood,”
Natural News
, October 30, 2006 (available at
http://www.naturalnews.com/020920.html
).
10.
F. J. Zimmerman, D. A. Christakis, A. N. Meltzoff, “Television and DVD/Video Viewing in Children Younger Than Two Years,”
Archives of Pediatric & Adolescent Medicine
161, no. 5 (2007): 473–79.
11.
J. McNeal and C. Yeh, “Born to Shop,”
American Demographics
, June 1993, pp. 34–39.
12.
Lina Perez and Victoria Vasile, “Kids’ Opinions Hold Sway,”
Kids Today
, March 1, 2007 (available at
www.kidstodayonline.com/article/518854-Kids_opinions_hold_sway.php
).
13.
Andrew Meltzoff, “Imitation of Televised Models by Infants,”
Child Development
59 (1998): 1221–29 (available at
http://ilabs.washington.edu/meltzoff/pdf/
88Meltzoff_TVimit_ChildDev.pdf
).
14.
Alan Mozen, “Cartoon Characters Sell Kids on Unhealthy Foods,”
U.S. News and World Report
, June 21, 2010 (available at
http://www.health.usnews.com/health-news/diet-fitness/diet/articles/2010/06/21/cartoon-characters-sell-kids-on-unhealthy-foods.html
).
15.
Thomas N. Robinson, Dina L. G. Borzekowski, Donna M. Matheson, and Helena C. Kraemer, “Effects of Fast Food Branding on Young Children’s Taste Preferences,” Stanford Archives of Pediatric and Adolescent Medicine 161, no. 8 (2007): 792–97 (available at
http://www.ncbi.nlm.nih.gov/pubmed/17679662
).
16.
Douglas Rushkoff,
Coercion: Why We Listen to What They Say
(New York: Riverhead Press, 2000), p. 197.
17.
Julie Schor,
Born to Buy
(New York: Scribner, 2007).
18.
“What Kids Know: McDonald’s, Toyota, Disney,”
ABC News
, April 12, 2010 (available at
http://abcnews.go.com/Business/kids-mcdonalds-toyota-disney/story?id=10333145
).
19.
Matt Richtel, “In Online Games, a Path to Young Consumers,”
New York Times
, April 21, 2011.
20.
Tralee Pearce, “Cashing In on Preteen Puberty”
Globe and Mail
, November 13, 2007 (available at
http://www.theglobeandmail.com/life/article797684.ece
).
21.
Douglas Quenqua, “Graduating from Lip Smackers,”
New York Times
, April 28, 2010 (available at
http://www.nytimes.com/2010/04/29/fashion-29tween.html
).
22.
Peggy Orenstein,
Cinderella Ate My Daughter
(New York: HarperCollins, 2011), p. 82.
23.
Ibid.
24.
Andrew Adam Newman, “Depilatory Market Moves Far Beyond the Short-Shorts Wearers,”
New York Times
, September 14, 2007 (available at
http://www.nytimes.com/2007/09/14/business/
media/14adco.html?_r=1&ref=media
).
25.
Allan D. Kanner, “Globalization and the Return of Childhood,”
Tikkun
, September/October 2005 (available at
http://www.tikkun.org/article.php/Kanner-Globalization
).
26.
Valerie Baulerine, “Gatorade’s ‘Mission’: Sell More Drinks,”
Wall Street Journal
, September 13, 2010 (available at
http://online.wsj.com/article/SB10001424052
748703466704575489673244784924.html
).
27.
Ibid.
28.
Ad Tunes, “BP British Petroleum ‘Say Hey’ TV Commercial Music,”
http://adtunes.com/forums/showthread.php?t=87309
.
29.
Porsche 911 commercial, available at
http://www.youtube.com/watch?v=7sWPHKU1XZU
.
30.
Chris Reiter, “BMW Sleds, Mercedes for Kids Battle $13,000 Audi on Santa List,”
Bloomberg News
, November 20, 2010 (available at
http://www.bloomberg.com/news/2010-11-23/bmw-sleds-mercedes-for-kids-battle-13-000-audi-toy-on-luxury-santa-list.html
).
31.
Allison Linn, “Starbucks Rethinks Stance on Young Customers,”
msnbc.com
, September 10, 2007,
http://www.msnbc.msn.com/id/20608492/ns/business-consumer_news
.
32.
Ellen Ruppel Shell,
The Hungry Gene
(New York: Grove Press, 2003), pp. 192–93.
33.
Elizabeth S. Moore, William L. Wilkie, and Richard J. Jutz, “Passing the Torch: Intergenerational Influences as a Source of Brand Equity,”
Journal of Marketing
66 (April 2002): 17–31 (available at
http://warrington.ufl.edu/mkt/docs/lutz/PassingtheTorch.pdf
).
34.
Banwari Mittal and Marla B. Royne, “Consuming as a Family: Modes of Intergenerational Influence on Young Adults,”
Journal of Consumer Behaviour
9, no. 4 (July/August 2010): 239–57.
35.
Bruce Temkin, “Apple’s Newest Strategy: Influential Bundling,”
Consumer Experience Matters
, August 25, 2008 (available at
http://experiencematters.wordpress.com/2008/08/25/apples-strategy-influential-bundling
).
1.
“Report: U.S. Hand Sanitizers Market to Exceed $402M by 2015,”
Occupational Health and Safety
, June 14, 2010 (available at
http://ohsonline.com/articles/2010/06/14/us-hand-sanitizers-market-will-grasp-millions.aspx
).
2.
Susan Todd, “Hand Sanitizer Brings Big Profit for Johnson and Johnson,”
Star-Ledger
, February 14, 2010 (available at
www.nj.com/business/index.ssf/2010/02/hand_sanitizer
_brings_big_prof_.htm
).
3.
Melly Alazraki, “Swine Flu Lifts Sales of Purell Sanitizer, Clorox Wipes, Other Consumer Products,”
Daily Finance
, November 5, 2009 (available at
http://www.dailyfinance.com/story/company-news/swine-flu-boosts-sales-of-purrell-santizer-clorox-wipes-other/19222737/
).
4.
See the “Know the Facts” page on Purell’s Web site,
http://www.purell.com/page.jhtml?id=/purell/include/facts.inc
.
5.
Jennifer Whitehead, “UK Brands Lag Behind US Counterparts in Response to Swine Flu,”
Brand Republic
, April 30, 2009 (available at
http://www.brandrepublic.com/bulletin
/brandrepublicnewsbulletin
/article/902174/UK-brands-lag-behind-US-
counterparts-response-swine-flu/?
DCMP=EMC-DailyNewsBulletin
).
6.
See the Kleenex Web site,
http://www.kleenex.com/FacialTissues.aspx
.
7.
“Marketers Already Aiming at Swine Flu Ads,”
Radio Broadcast News
, April 30, 2009 (available at
http:www.rbr.com/media-news/advertising/14311.html
).
8.
See the ReStockIt Web site at
http://www.restockit.com
.
9.
Shane Starling, “Kellogg’s Settles Rice Krispies Immunity Claims Dispute,”
Nutra Ingredients USA
, January 5, 2010 (available at
http://www.nutraingredients-usa.com/Regulation/Kellogg-s-settles-Rice-Krispies-immunity-claims-dispute
).
10.
Press release, Kellogg Company, November 3, 2009 (available at
http://www.reuters.com/article/pressRelease/idUS199098+04-Nov-2009+PRN20091104
).
11.
See the SafeEggs Web site at
http://www.safeeggs.com
.
12.
Mandy Hougland, “Forecast Calls for Sales,”
Retailing Today,
October/November 2007 (available at
http://www.wxtrends.com/files/retailnews15.pdf
).
13.
“Wal-Mart Praised for Hurricane Katrina Response Efforts,”
NewsMax
, September 2, 2005 (available at
http://archive.newsmax.com/archives/ic/2005
/9/6/164525.shtml
).
14.
Max Read, “Americans: Afraid of Freemasons, Canada, Alex Rodriguez,” Gawker, March 24, 2010,
http://gawker.com/5500661/americans-afraid-of-freemasons-canada-alex-rodriguez
.
15.
Brandon Keim, “That Nearly Scared Me to Death! Let’s Do It Again,”
Wired
, October 31, 2007 (available at
http://www.wired.com/science/discoveries/news
/2007/10/fear_neurology
).
16.
Lou Dzierzak, “Factoring Fear: What Scares Us and Why,”
Scientific American
, October 27, 2008 (available at
http://www.scientificamerican.com/article.cfm?id=factoring-fear-what-scares
).
17.
“The Four-Letter Word in Advertising: Fear,”
Ai InSite
, January 27, 2010 (available at
http://www.insite.artinstitutes.edu/the-fourletter-word-in-advertising-fear-20072.aspx
).
18.
Dzierzak, “Factoring Fear.”
19.
Sharon Begley, “The Roots of Fear,”
Newsweek
, December 24, 2007.
20.
Ibid.
21.
“Political Fear Mongering and Why It Works,”
Daily Kos
, October 24, 2010,
http://www.dailykos.com/story/2010/10/24/75819/005
.
22.
Kim White, “Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model,”
Communication Monographs
59 (December 1992): 329–49 (available at
https://www.msu.edu/~wittek/fearback.htm
).
23.
Aquafresh toothbrush ad, 1994 (available at
http://www.youtube.com/watch?v=V42QI4r8fWU
).
24.
Press release, University of Bath, “Fear Is Stronger Than Hope for Worriers Trying to Get Fit, Says Researchers,” November 27, 2007 (available at
http://www.bath.ac.uk/news/2007/11/27/gym-fear.html
).
25.
Libby Copeland, “The Cure for Your Fugly Armpits,”
Slate
, April 14, 2011,
http://www.slate.com/id/2291205/
.
26.
Robert Klara, “Caution: Fear Mongering May Be Hazardous to Your Brand,”
Brandweek
, December 9, 2009 (available at
http://www.brandweek.com/bw/content_display/current-issue/e3i75b60f5d014806b03410001d22a9e74e
).
27.
Rich Thomaselli, “Fear Factor Gets Brink’s Buzz—and a Sales Boost,”
AdAge
, April 13, 2009 (available at
http://adage.com/article?article_id=135944
).
28.
Saturday Night Live
, season 35, episode 17 (available at
http://www.hulu.com/watch/134720/saturday-night-live-broadview-security
).
29.
“ ‘I Want More Time,’ Saddest Commercial Ever,”
http://www.youtube.com/watch?v=UvYb4BLIAQw
.
30.
Kirsten A. Passyn and Mita Sujan, “Self-Accountability Emotions and Fear Appeals: Motivating Behavior,”
Journal of Consumer Research
, March 2006.
31.
Fiona Macrae, “From Cheating Golfers to MPs on the Fiddle: Why Men Really Do Feel Less Guilt Than Women,”
Daily Mail
, January 27, 2010.
32.
Peter Sells and Sierra Gonzalez, “The Language of Advertising,” Unit 7: Words and Phrases Used in Advertising,
http://www.stanford.edu/class/linguist34/
.
33.
Marc-André Gagnon and Joel Lexchin, “The Cost of Pushing Pills: A New Estimate of Pharmaceutical Promotion Expenditures in the United States,”
PLoS Medicine
, January 3, 2008.
34.
“Method Products, Cleaning and Growing!” EcoSherpa, October 17, 2006,
www.ecosherpa.com/uncategorized/method-products-cleaning-and-growing/
.