Consumer research needs broader intellectual peripheral vision. This requires learning to see relevance in seemingly distant fields and taking ignorance as a friend. A particularly challenging but highly relevant topic concerns the (un)conscious mind and the essential unity of body, brain, mind, and society. The two books discussed here are exciting journeys into the biology of the (un)conscious mind and how it is ultimately shaped by society.
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Gerald Zaltman (2000) studied this question.
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