marketing a market research method: "ZMET...the Zaltman Metaphor Elicitation Technique....represents an unusual attempt to put some of the insights of neuroscience (along with generous helpings of semiotics and Carl Jung) to profitable use as a window into consumer attitudes..."

This New York Times article is selling ZMET for some reason, but it's definitely not unusual to blend psychology with marketing. All of the pros do it. Edward Bernays, the godfather of the PR industry, was Freud's nephew. He used his uncle's discoveries to help sell everything from World War I to cigarettes. I'm fascinated by Bernays because he's shaped much of our modern consumer culture but isn't widely recognized for doing so. And that's the way he wanted it.

Check out this somewhat eerie chapter about Bernays from the excellent book PR! by Stuart Ewen.

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