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An Idea A Day by David Thompson

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PUBLIC RELATIONS

CONSUMER SCIENCE SELLS STORIES

Jim Blythe

TWENTY-FIRST-CENTURY people often seem to be obsessed with themselves (which is a feature they probably have in common with nineteenth-century, eighteenth-century, or even twelfth-century people).

This being the case, periodicals often like to publish research that tells us something interesting about ourselves or about others we might know—and such research can be turned to your advantage.

The idea

A very large amount of research about consumer behavior is published every year in academic journals. Most of it passes unnoticed, and indeed a lot of it is hardly worth a mention anyway, ...

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