SOURCES:

• For more information on the ‘ATTITUDES TO CHIPPED CUPS’ and, more specifically, the ‘Broken Windows’ theory of Wilson and Kelling click here.
   
• For more information on Dr. Sheena S. Iyengar’s work on CHOICE (and how we can have too much choice) click here.
   
• For more information on Leon Festinger’s theory of COGNITIVE DISSONANCE click here:
   
• For more information on Professor John Sweller’s COGNITIVE LOAD THEORY and three distinct memory types click here:
   
• For more information on the impact of CONTEMPT in relationships and John Gottman’s ‘Love Labs’ and the mathematics of love click here.
   
• For more information on DECISION MAKING and the role of the ventromedial prefrontal cortex click here.
   
• For more information on Kahneman and Tversky’s work on DECISION MAKING, rational choice and the ‘framing’ of decisions click here.
   
• For more information on Bayes' theorem which calculates how new information about an event changes your pre-existing EXPECTATIONS OF HOW LIKELY AN EVENT WAS click here
   
• For more information on ‘FRIENDSHIP GROUP SIZE’ and Robin Dunbar’s work on the limit to the number of individuals with whom any one person can maintain stable relationships click here.
   
• If you want to know what being a GOOD DAD is all about click here and don’t forget to watch the video at the end.
   
• For more information on the research done on HAND MOVEMENTS and DECEPTION and reported in the Journal of Nonverbal Behaviour in 2006 click here:
   
• For an introduction to Epley and Dunning’s work on how we tend to overestimate our own likelihood of performing a chartable act whilst correctly estimating the likelihood of others (‘HOLIER THAN THOU’) click here.
   
• For more information on Geoff Petty’s work on LEARNING click here.
   
• For more information on Leeds University Business School’s ‘LURE OF CHOICE’ whereby the frequency with which an option is ultimately chosen is increased when it is first offered as part of a choice compared with when it is offered alone see, click here.
   
• For more information on the Fiscal Receipt Law in Italy on the subject of MOTIVATION click here.
   
• For more information on Professor David McClelland’s work on MOTIVATION and how it comprises of Achievement needs, Power needs and Affiliation needs click here.
   
• For more information on how work done on NEUROIMAGING (MRI scans) at Baylor College of Medicine in Houston shows how seeing a brand can affect perception of taste and how the presence of trust manifests itself in neural responses click here:
   
• For more information on Coca-Cola’s launch of ‘NEW COKE’ in 1985 and the inherent problems in ‘Blind Tasting’ click here.
   
• For the details of Mogilner, Rudnick and Iyengar’s work on PREFERENCE MATCHING AND PREFERENCE CONSTRUCTING (Or ‘Knowing what we like versus discovering what we want’) click here.
   
• For more information on PRICE KNOWLEDGE of supermarket shoppers click here.
   
• For an outline of the top ten pieces of research on PSYCHOLOGICAL PRICING (or ‘The 99p Phenomenon’) click here.

  Please e-mail philip@heskethtalking.com if you would like to participate in his ongoing studies on this issue
  For the details of Anderson and Semester’s work on ‘Effects of $9 price endings on Retail Sales click here 

• For more information on REGRET and why we regret things we haven’t done rather than things we have click here.
   
• For more information on Leslie Hannah’s analysis of the TOP 100 COMPANIES in the world and how over 80% fell out of the top 100 in 83 years click here.
   
• For more information on Professor Gerald ZALTMAN click here.
  
   

DOWNLOADS:    

• A one page summary of ‘The Five Keys to Persuasion and Influencing’
  download the article here.
   
• To download Philip’s article in ‘Winning Edge’ on ‘How to Hold High Prices’ click here.