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“We’ve come back full circle,” confirms Baba Shiv, director of the Strategic Marketing Management Program at Stanford. “Emotion is back in, the unconscious is back in.” It is now fashionable to study brain waves to see what lights up upon hearing the words “Coca Cola”, or to measure pupil dilation in response to brand logos. But these studies don’t explain why something is happening, or what its effect might be in the real world. Rather, they create a framework for new assumptions, new leaps of faith, new ways to tell stories about the irrational choices people make. Human behaviour remains mysterious, and there is still no certain way to persuade people to buy a particular brand of soap. Ernest Dichter knew that, too, but his stories about what motivates us are still some of the best around.

A. 어휘
come back full circle 한 바퀴 돌아서 원위치로 돌아오다.
lights up 불이 켜지다. upon hearing=as soon as we hear.
pupil 瞳孔(동공), 눈동자. dilation 확장, 팽창. logos 하나님의 말씀, 理性(이성).
framework 하부구조, 틀 구조. leaps 도약. irrational 비합리적인.
around 現存(현존)하는.