My colleague Christopher Graves, who founded the Ogilvy Center for Behavioral Change in New York, calls this approach ‘asking the real why’. People may be accurate commentators on their emotional state, but the causes of that emotional state (in this case, uncertainty) are often a complete mystery to them. If the experiment works, and early indications are positive, we have performed a form of alchemy, using psycho-logic to conjure up value from nowhere.
