This book gives you good insights -- not just important insights for marketers, but also insights that apply to everyday life.
Now I understand why it is so difficult for some people to stop drinking Coke.
This book made me become more tolerant towards Coke-drinkers or persons with similar 'addictions'.
Many times, people are driven by their unconscious mind, and yet they don't know it.
This book is an excellent read about how our sub-conscious mind affects our decision making and our preferences for certain brands.