Columns
May 11, 2015
The Business of Choice: Marketing to Consumers’ Instincts, by Matthew Willcox, 256pp, March 2015, Pearson FT Press
By a Luxury Daily columnist
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ulODvpur7X2EeybfaSfmOPXuML8ijMc\/vl+kc3XwXQSvaY60WOiDYymH4BI8r0e+8Vb4oAoKuheY3PwHVg6Kw96VxvLlGwKhOLFoJIQ+FI\/+Kl0BY5jF4TDxNYkV\/kEmTUjUAgFKu2nZP252vb+DPbtb6o46EqmuTw2i4z3kypxS+JCRYOgP0Dmx5iKO0FahKHtpuYZGZLfi9SFjDu8iyPA07bhsJ9vsbJNwjD+W9sHdvVv44BMseejASiiwO8yQwEuwCe451+rfT\/m70h+vzZfxd3Xj0fEZHyoL8owBnt0EMuuo80UjHiGi7Fm3Ra5kZ7c5gzv6ganUvaDsdF8iBP4QT4Nmi+u4bjPguxsmKUR1zlZmil85Z5hOev+FTpmYz\/F4lmgc4g3R\/RSL5FctLFqArKesWTiQZNerghMUj1DsjST2Ap8BC2k9HQyP9IIyUtlOSKFnZzszJVEgj7Wu56PMUeA9GavhsICy0zHr8\/sSsMUs1a8dtQOi2u67ZWmZFRqG5ySaC47kUYzm0l6tHQxRp+8htEeYLrInFk8ecABRYxYpEOtmTzXfLwhtUvYsITelOKaLIYMIN+tlzpK\/R8R1UHGOeepskfAt2rWq9\/hGIERA+K09xI8D3Bzrs87PUMpQ3ZQapC+L0blp\/WmTc8MHUAnTuJdAXb5awIeM43hrzrNpNyp3A6LCsQkHz5BssZstC7JDVv3Gi6j6WlZwBsB2dvA5Rt0f8iVg4E9WBUc+SDsc5B9zJuamaRutbvIk3GRNeg3dlutuyhI8MC\/N+MxE6wDt4pnWgqWjr74FcIIlMzwDd4PnX0ClWJUTJiMAacbWGU914tdGQmx+qnzBhtojZvFgxo4gzvsv9CcyfF9qZUifNFytBannquj8f3811LKTaF3XnjCJoZC693n0pXaiQxgsqxggrIBaTlfwMpCSE8wcY2sGTtY5M6HWYRnS+8WVbTe1Os24bDFw+U3CxGeZbMmXGEjNJHRCCRo1rZvf0YjdGKI6ktNKNXcpvr39RsWjP43UTWWwYF8lapBcHEKB0YSO1UoVS6wi\/lb322eNWiBm1SDZZjyqQfiW5viqkN20ucwg6oehWv6yOzPCA7yPoV\/uxHdn6gLiMXzX6QhI2hTdPxiDe0TkeHBzHq1TPOFj0lPZfkvMP6fkbo4Q2OkQP+c0+5sRdy5BS9Vbs9jIDi\/\/NZjS4R+Bk5\/VfXeI+5F9Vhtbwz64lKyTfq4qWRp2Fr4DyBNjJTGD7I6\/5PTYk6BFGEN7ddSnvtiPxabRAphzmHCS8uebroXQqMapJTlt+v1XLXED5xr4G+3EOX3Nc7us7UC+BAPdURf0dxmJu5h2kw3UqrOYdl0Iz4+nIJpDwpgimWUcwhjinGWxUBsxMvPYtPCfIBC4aEuciLOLxUm6RHirUtgcqRC73fVj7E8b1Ag+I\/s9f1QhIlfKRromejJiaeBGMZ4gsp8EBEYw4jwl9cK0laoDpOriUhuEXUTVh1vFhSr77JdSXiMIVkHHXeAw+4hfn5agMhlVaDwPLxMBflIbuDlqWg8hMcKSf5au+nmuSlScsGTLGPJVJSgIj3c7JzRkEYN3+Uwd7ZoVn1qk8lVs9KIoDSonMU9dkkydE5ChkrPa\/L+A2iiJkHCFDnZEIRZtLvoZUsAWu+1Hm3P+ZJMaiVJG66Dq0zCO2EVPWkWAdqZS2pu3M1TDHIiYw5mowbdtJaodAkO0qfmTt0AIBgr3fld\/60CXXGYc+r73HfrGTB7+5ZT8l+gSqjK6yjhS4IzeOdFkGiezKl6JfQD5FKTT3A+Q95ntu834Rj3toboDo8VgQAhCik1CT6\/bimpO8RD2hnvgsdP9U7fH9X48fd4OjsPMQgTpg9hTQcsj6dWhG7tY9bF2T0tVJ3KHntHmH1fD3mjqS9DNEkEJWiEZx7Qpk8X\/OMVrl8sNDs5mOJU\/gGAyN2FaSermdLtqF\/9RVg0E6EunSR+HNdO6A5EV7Ir1KsKvENznhe34sLzYx\/7n8jQFwNwD8Pgj7vHVD+Xb+621IW6DngXcW+VvzDJ19VkAS7+MVnWxpnBi6kbeEVJy8xr7YG6rT8ahr3ws+1ZjtPXmELoBZam8k0tu237D07VroKO8uyxMYRaRjhLWuyyV9I2XQnwYn7kww\/zFX7++rDvWYgj2K\/1KPegLwxGk8T7Nbr1QV7BZRb8IX7gT5Jt45x7oLNc+eofYy2vUq5usd+Cq2aQtWJ9zgDc+1a4N9YMD0j8+hROuVkEm27NNsiU61P2EBwV8kS8LgIWY5vyY+gWK7CPJkcX4AXlvFUiVx6lc6aeltQUe8WIU7sFBnr7RSOgm8\/w20MabfzTcuSdQr9wJdXAO\/216nrhTAd404GZoALMgU3fTgXslrIUkU7A\/XMJFngAjQiqzsUa1h6IauaIpmXAQzk83tV3iwDZBaW487\/aLxpFbSV7x8K3+8ztnLlZhoWfxTD+SUipX3M3GPmkdR0DTu6SGj6+nICgC\/3OTvonfFUFG\/SwPyJGfEarmaqEHUPtrMG3OAsY1RDNEYjQYURX6P\/dbLMmmmOzKJeDzDqYWRDicQFHvRESpO5hkP3za9X49Z8NIWd247TPTU5aiUZ6fODFMElasfqwt97epFk07Ei4Fh3fB77TpL\/gVbxGIOWBx9RK8wicrhePTr0MnT4QTU4PYEPMrz64cM8Y8Ltka8xvjBaEc1Zd+dZCC+lVKSZ7wDE7UM\/aEN17r6I3W6h7apWnCKAo5TwjeKx3f0XxBPgerpbXLBaOoa31PQlGIrYkPp3KloQ907F\/ZST01ENId75KifmRug4AmkZCLcnIum+K0hW9YCzLsWyyl\/EVK3Jqf3btwbIesKWceRadiiO+rJsx4wkM+LdlvkcLTCPOB2QC7iKK\/6P4EDSD5HmriGDBbKTGA4ZZLQHSOVVh8iIng0FZBnEoKv2lyKZx6PElVdI02DqAjgJTh2lM\/J9QaBL0+Ds9FlvJwdVJFZ6lhuxTBJDl6vTKSwTbtYxNRpbQQK6xwRA1NFlTgWKJ98LTriHm5hpcSKI7vyn+qQAN3OrMDOBIU8\/PjAmJWKGdWglpt321B1XB9APBY83WIRlgr\/rPjdcDS3Cupq+GJpMe\/TTKAyOYKmG1fpyeiUMzEnP8zDDW+GS8czanspipTC40Riiup\/uctWFkKRGTV01jGCfzUavivP4juVTSZg99H19qT7XjGa0etHcFoSzT1sh5zkFprNXeQRmwVG\/PKV4DVq93HMYuA+ZbIa\/t\/TX+R0E1myqvEKg4lzacw24iYlfeqNMDGoxYOSPdmMgDUDgOIc5\/h6JSUbwgN3UeEFrBxdRUjYDUL6H6F6AGAit0L08eQ54xNt1ptgpZM3PTtizIaxTkRklwWalvs5GpZuYyp7wVwferJr5eC8tVw4sK343M8Ja3YI9JWM6cBTnzM4VE6ch973GK2vrTcf5Y7bKVBAgOemluOLmBXvYvzFaGQ0eQfnikDouCxDMkmwcbEBorOYn9HoVTvz1xZvnmaZ\/J44mL3w5sbDhdaW5DGOevfAhBPHtsF251LcfxJGdtKIk1Y44ZkEMgQxoLJHpCmv0ieu\/GGnMTWyrq4S9Xvn2wXV3MJsGYrHMeFrBQW1h4Jquqdk8+GcRSRZXL10zZOICG8pcwZGhxnpn4v2kY4h4y7S2mrg+ZnPZ8d+NnfMg3p\/XIMoi2CZ0AYFQbFIUomkdYDH7hWoi+nEz5GKp\/7aKY4qXKWaZnpYSKoQek7I\/Zvxjitvkc5Gp8494+H0+gkhFLzWXugYT0BOMbq5rH\/OYuuxu7bmVzm+qrzC4weiRifnRnIcbQB9tLOOurDwgJdt\/u2r+Tf5T080efcnAw6bAAb6pAihDUd1KaKxEZlyInX1W\/uGQITr4SEVr0g23Xj6CI2omGntz1hQ\/aXfjYHzzSe0gLgslUwZS0Y3Um5X6\/5A3iVDHHDIrPu2Lpky5ry59OEqnDS3bEoIIICvWd0WUZ4f6NvvPN\/18JU+ObceP9ZuvSllIZ1aZ9rJwYNpJbN1BdcRknJPZWk0jPdPHSoA9XqjOeMYamITWBRwc\/gR7aNtf0waryUz+1lKd\/7pzkAnhBkG4xtKWXtDXfqFeVHOtehp71E1\/SYdXT5Feuw2j9BoqJtXdD39Jw6xEfm8Zrb6AcwwMx8mppQEIo7ngQFMUxWg9HWLjyLs52Qk6KX8bQJtNMgEZ8mzKnq256zmiUQD5RbdIbl6tUI7TTDnr1SQZxGcUWGmKhI2Kbi1Lmz+xb2p\/7sr42UhNiMNQfVVO7uUYnUD4+WCxOu8DL4+vf6SBqPtW9zs7e3YRYRc6td27HJL3lNSySoEIxNYEVwg7dBowpAmegRvwCzTNpHD9n38YN5W5AznVTj8O12Up178ixiTkqFEutcGJgFztwX3t9w+LiOcqcdMHslgaByhVJpYfJIAzBEZUoJ\/v+JoOa8clV0Idyy2CaNiHTONxhNL23IE22cPgp9v\/Z55Ww5mP3td\/kgvq5omqiAeHZRqAIAv+QAhZKm0XoVmiKAMoNZbn88GsdOcUgfeSySCW9hIEA0xRPhSjy55yATLA8WO4ItqEAAujP\/9hjAnjDntHw\/o\/5KXBFzSBzimwqAbIAUtJHn83AF+yZ2cFRhu\/+5wefbZwpjkDycKHfTiJzULWTOJSqplAbON6KH00hB+4NH9adTGJeJsHnHLhAx7d3u0eIdQ3S+WhXP32YnicwO5TaVl\/EiYcIHZxM4Z+\/\/QXPQb+wcRjHY6Z3eIsXjJhoTwyOF9fRRhTlKQkY5AQoWMGtFbZRrCaxJwhYwUgi2PQQpf6w+1jX29oBGyGbaWKlv8w2fKKqE1PKKUGAjc4uPUxY\/ueiKLpf+ZWpe1KqLUqHGXwodfOcNeKXZaidB\/P2PnzeW6cE79h50aAovhuURW\/HF3aj6fEUfHheJHxXGf\/uXfoKB1jNS7DOiuCPOsq3q5qFSoclwNFRTX\/MbTA\/i8LpAAVt\/0xoXpftW\/M+amhqWhD489occDWF9Uwz1KdVlRXa7yQs3y67AUJcSCmSahpoIZmbeKrpZFMan48oVFo2HvKq3t3QDAH2g5qAWhmil+T9j0S4qHMnRrn6uX2decWpuhe4+HB83z7RKI5au03GP5wAKB1gcFNswEgrPA6BJWmH8M7YS2d6c3YMNVHJYN6a8HNbEZbzNBrzQmO5Nkiay95btej0RdeCYk5HG5lZgWdbiZed7\/MjlUT5iqQzfz9\/CuI39hV2ZLQJ8Ker4HMO8UrxUM9q6S8zCLjAJk8B0ELPI197NOaVKwMSu6sCYDYrV8wDC421AV5Bw7Czd09+Ajhd4GwR7jH79d+6ECSiThSIh7rv+yEauVNGMIK2TJmvMOkZIlpIPRnYSIEFd8Zcy1r+Ea4rDl5P0ZBJY3r40yibXhQnPMSawqF4Zw55+\/RlyExwBF8nvgcZaLnSKz6F\/hUdQAweXEx4eS\/sLTFzphe7I2PQ5jCYzqgL49zYwErfBIb4PcjeutU0M5UeHER3+okJwaqf3HJF\/YflZsySvK9y+23Y1tgHcwM\/G1gm6qCFbbwBgAEAXYazJgStGDSGlGGbqhQZyjNjW\/Va5afHC3RbuzPBz\/XCfnQ0oCE4PtIIqniSioNZc9x8tMODYXeCNwXsUb\/vj6QOEsWQCDhs09jZ7Ch2uswoT4T5eGpYXcDG87joMIHCO3bGsS2ZqANK9jeNL6vC0ZwNDldbBOlLOZ49WmMrHo7AS9bqWMAn1dnVxePrV2EOUqHuR\/okN7ht0oyAIpyY8K7Ox\/ZVGsXRVqptE9wVfQNODkMRzzJ4D1zLD21fRFL8WqaCVp8U79r7WWFMuacboRYs5AMOFQzQvoBKChrvDObQgSA67NoDp8iX5VnshhiSV6y8jYLeS1BJ24L4vKq66utyQe\/EKtzByLBSvHE6EX6ogxWst85sbM11ll63Exl8+Exu5T9YVojYBas0fVonY3L0SbsxApf3OsGv8a\/RuGhcDVmTdB7WW3OKdJyvG7YT3gyGPCHgNkZenT8bOUE+rMYJ+C7aK6YfVL0rAjiP4wtzM76Q+vRMf2M\/qhcm1RAY1N80QcrOpzPzZ\/gjsk6GIlYo17MxHno16eTGYk\/dn7JcEot3b1M6mP6Jc6dmYfjuQI\/uC0SOSK0PYjGEpOqrERyrpMt7lKcHm2C4zI3Idl\/AJ0LQUX\/21oDzFxKv9qPIJHw9ugBH6hqBJMklpgHQieXPm7LClMSORzLHqbFNv9NGCyZvcrCM+I1z5b0Zm794I2xQ2rEEUpYI3t779HMaB+ceHqXcI4z7usYni9XROtLNAOwwndHQ+qQyvbPinCqe+Ew9BgvWMRZHWA3K+LLq6EmFhiMsuu18jyZQNCkRR2Nmpg4E6\/RMESCx0v5zVmJn45xe8lH0ZKNZ0+3rj\/rT15yA4DOaWX0k0Tx85b2QRgf3rEw2T\/zlOHjDqNtqEh0yiKE5WX7\/3\/CYdxoyzbjKugbAZBysXSUzNUu5b4oQfKc71qcJMQOfuiKMz1AGN7rhV1EgAeZOehHuEZsGfNz0j337PmiiHlKTioLGyVq\/RklgtDKa66wzxUEIMTKOhRlZ5BBCSGOLbn16liP9ufGSC8qKNLTiZOLTNjvEuKbCDs38qM+n8afjfUUjq6BP4l8IA4EK95q2nyOfeH0dnTUZz6gNyMxFCe6EsYpuKKBHLILdA2c6JWHPW8EuOLdJ11BfMvQewtJq+xo9JY\/UYxY5jLtzngK6MPP6APxG354tugM55CDQSX+emqNl9AgcTMQ19ATg5klkjzUzyFUWyHdXak5\/0926jBRbJCYzgXJ6CiV0PmLbtBEI4ft\/cMy5XsfYb1ikWeYpajw3M08bU5NSqq1Nl87kgfIlQuNGjcRLKUnpgLV8m24aS+eDgmP7X8VrwGb2POgkGZiPQJfpCtwk6v5FDhayRBiv8DflQaoBfRhmRUaTj6sfyw7YEvhYujHd1KIIrGeGkaSv15bEMyAlT1zk0ObJhRj+9wvQpzv056l1GxHOTEQhVBMgWQdtHx7VaRBR\/wV7QC3TSOoUEEy+M+Zuav6OZUopPQqbZnHMyrr8R40g5LDkQbCrqARy7D1ehOmD+peV7cJhzoYfenfiS6xsSBf37Wi7jGTAuQogdfmIF13eO1J0riHLCfyBDZlOrXjIdUjf15xQPGMqfgXwAgKupcTTcZOOAjiAv9V3sNSVjOashxYWwVkAz1EQYp+DJsjLA7Yw5Ol8ajU2DrVhzHTb17jgxodO8oQqKtjuUiEaTNpoTmpOk\/Yoyj90fNR2DNlL0fly2qH9HTp3oMNhvi3lApTraoTtLPGHG3Bb\/GPlUM5k8Gta\/HuG27BRUMazO2ndoYEo2OpnjLyLmXxhZHP6vrFcXIDDvXfGkw0ZP4Zsv1te1rCkrqvfsg4shNYbIWMOHINj0itxeBmdx2QzVf3S31PXObZ1rfrZ2ss96qK54EyPpiwXsz0Lf6Le8bVzpdAT3ulRR8lM\/hTUMDw5o2CuVXgh8orSenFPlYPrNsMkt9z5Xp4MNaXIzY2L94dVBJIUO+Y17m4pQczeUcb7JFBjbCRH+sLmDVdnoR+OHwsqBRVaQoKCQWtb9WdhJnLmnnVyrcl77NUbI19m5pG+Tzafs5skCwJt2UaW9vyj04YYhS8oHyWklGrvQeZcD4k0eiB936WMRkIvypJ0A+lUrFy7kwr\/plzfj5c1aAsknRCRLkdmjZ3yKR31ZQ\/yOT8zC3vDrFOU9BN+NOV8wzsMym5AgfuLyrJIU6awy+qL7ZRv5UJeu2\/5SLMQUG6QcpfA6Xgpg2XuZWP2EgvG243RNzGYXcp9iIYh67YSZUKiq2QjmNNFJaa\/Y5cWHRPWhWpkwkqu1F82PrvW2VUIaJTkk38\/HXN4aCKFVZAibCJmNO57BHXIWiBKS17fpgIcX9LLjcjeUQWw0BRbhTdxYA4TrhVhNYuX1hd6yapzXjPCTVQHod5CSuAdxVYaGOVbbXZ0nsSLuC3aoD\/JM\/HWVcRJnaHu9yHoLSBjcOoujIF+VdDcVRhQFRLLuODlVkXX9rltHVTKB6BpstrltRLn4jEBqDmpdQeh4ky26wCX0ngx169xabYn5UsUwYEKqaQohDReHjylvyqsI3B0ivt+hGNvFdDG1xdfW54ZQCsLkscxK3Cu0RcyBL7d5RP0PTAmbK5cSdaiaHFfMQTwEG9VY317pOtOUu341IqncMyCFk5S7v+z5D9vGWnNdCSFG+4zHqajA6FMEZQRJORAmmIZWZf\/RvkOLeOqDnPEnLfKn9OXisxTIGWLNp\/fPpbbvZPvcdwHFG0aztG78AP13cOU0VrgLKQqe9bcrjCP+VeAM2acFNjUbR2c6lEWxGFHD8k+0DXi+KXi4kTJlY440QHqXcAlTP9kpDSSf7vu9p\/pNKHHP80JFgqHqOYONYGZxbHEjU18e6KVrIb7DW7UPw5t\/MRjRRVy0xpyAda5Jtt+vP9EV1RTRx9hbzq9J2\/SogF+6ioySfr5vs11gYfeFQiS8iRgCNTUKeWP3FLDlsFBSC7iIqCrf9D2q2q76Q3uRBdrryaVXV1v3EYLnAm6S86G3AkB73njDvNCuHEI8Gy2fDc7ce+4nGsCldgMrI+sEbDG6VrCo05X7GZehDXSaq17ZN4rpsXYvbaAjGPlBO7M854O9YHoMGWdDOhWhxi9lb\/yTB4N2DXwbPTpaTlN79223ZZA0kbzid1o9VcXsyGPLxv4iMFlsogU2MQvYU1aHdbO4moAag6ykIZPY0VtIG3vUUGJA0KJQTsMKzFW01C\/9hweIKFwvEaAKPWlHNCnud3fJMM12DP9wWQsOrEJQ9iGaA53cgbI22T57ac4XbeXnsKIC8RCOG2ZjfyGnDdLp+0N2dRT8pkUf8lWcfxo6i1U22WUfNoGSkBYv9N\/HY3tvGWCMRzsiVtekTc3E+pw\/b6oFnRS5p5f5KD2URwlU2l8kl7N1GJVhO+xsWHxOW47yLZubxpHD+DdiWmK4u5Guxu62qFaNIbhRc5foA1M3A6amoCy8c7WMGQVCMZc+xB+40L8RJyLNjEzhfXc64+DvcxgqwlveVJnazUeHXvoOrX4eFkHQRmOLNh3yC9FQOrP+RIY7DGJW5F8l79+V\/8xYB9\/0qxErIHehaYMurKISgRi2qsQ6mk5GqbEScqAkisZBYfPS\/A9au\/DvqhDmGbgWcJAdMPXoABJ4llDBorYLvp+9rFrAbMnd7BHWBBQ06J2cPRgbbqBF37I7BrktrApqnvYs9vX8bSAAyGoE5S+ZhHqk3CB9MGPDWBl7vYq7Qu82G26nOdQGD8fthcD6+yCx2E2d7T3V33n5S4viD7EmhZxdzZNhSJTn0ILUg3uTRPDiZRsuYK2Sc6gGAye\/ST\/YcqVAX6km3hL1XQDvUjld9xu0ATqnX+dXAoIOedJjaVobTqUnBX37zHEkGx\/j1Eb9nDRBoC38DfcihIT1HcD\/Yr7K1TrAYOoOG4cNY7D\/c4HXOec5VW2WzdjqF5lv\/G\/lRQJcxOdjFMjtyj4B8UqHn0L43jXgy6sA6zj2kXrSdxkATk1QLAUq+FvJeTuWwe2kozst6S\/1QnSqpAsazSrnCbqZTCGgZS46AcMTPeSA7eg==","iv":"9751c642de1fbc64b6dcb89328085d89","s":"2986f7d7a45d7510"}
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