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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bMCWwh4jTQu3UhGf7lZo4ZimILFNMle9XOsqAefWF9ojHnPdonThFdIOPbfeKq4xwnkM8dZDWHJmscNGOrkZjARjdgccMevsYSwTod3N3TI55GNuch\/2dlPKdisle8ViVfOAi9pmWEfL88NAFBVxRlkqSdxu0vrWJCJYinioP3+\/FLJAWVuPt\/VJEhxy5UIAZ2NP0bpqNcHHrkEzLAuCjxMSLAY3P+KdrnlaEL1hr2pSwAyLnrZm44+U0p2W5BLlVgUXyCsJf7lyXJ9aU82KIkj1GwMlVTIFHVnSCE3dsYPt+IhjvHaxsv0RpvMj4tPGBNXMIYINfLwBBMwzCeBw6poj9wJ7SWO8nk7eq4XscVd+sMrRvMkcIgcfvACaGQYWqT6Qx5vd5BIyA1fM+pSH\/zF2fFPNwHLtfJFMCJ4qG1JmJBpvuCcEg0nMXxQTfn+XsyG1q\/QF5YBnOgyxj2kM91j\/WqVtdUYh2Yrei\/nhbN0XAYacQGnmDUVIRKkErv7d14SS56wCagm0J\/h\/h1gWmlHJqP3WJh+h9aXnM9aHVfW\/KwauKJlWyc7SVz2cNS+6+KQBK6PDfRDWPpkM93bNZpud5GOVfp+KTw6WAIRbh2Rd+cuGFxmhBsoJGa8vlg\/BEReqxHHQTo8fxzM2NeDMzjVZXd0Dz3XG6UVKDIpOIVmDQltGPw9J\/+IicG0mjgCRPbL8RdTSibTWmfJgcIB9oR945Tf2EOKwgA6Yva0TeSjf2mXcxhxXicPSVCvsTF5lQzcTD7xkNb6KZng\/QoTBmpiJ77fuaBQo\/QxfyHhmyRbJItpu8qy\/6HV7uTCh6J6HkLifhRIIoJGpCb1HpjH\/K+NZN2sQwKyRscSclR7iFxqiL+7ciWe+RcBVH\/s1lYX3M1RvhzRWfGoO9w\/04sgICXLkIcbGNzkopvQ9aiHE9IM9JNwMHb7gYWfFAtNExQPmevzVZov0iZtpPqB0Ja51vklg\/TKKXCNsvgZvFquf6sDhnRCXpAgR6Kgmuq6rdZ0iHpoJ22yxTuekmDP66cOcTWTLsb76OyRN3V9g\/F4zLlPinUXCP6sKnjDqx7rTdn8Np4VLwJ21NSoDIJba6cAG2P6WEN763YsA+gWbuaxFrDWY2mwyBj0Agd0y3BKdmbSgw3fGgqhK7jnv4hUgaTk18InNfyHk\/JbBatZa1U6Hc\/0PWKcwj14WDJ2TM8\/5qLxU+9el3KxfkYOCSce2QSTLy+1F3ZLli5FB+WIv0zO\/cNt\/Mhc2rSmxj2cJOw\/FO8fPEA7m4Sjbmp1Ld1dal+2Sx4PsbHKPLsxdsGlHCbOwqjQCO8DfsvfiW32\/jEltflvx3Uiu+tmpiPRe3D+zsidXVgvJJELlVdLOwThM7tcfPgfvL72dDt9HGuoKJ3BJ+0eDjQ2mCIMvIFtWD9ZCv0LvZb1GZ+qtbaSaupMNnkTHE3xuxKsUBc2TtJ3o7kiKfsnjxfEPhQnp9GTPqqaW9B3PHWkBxP3PWueqoYW00jfcrgDCCq4J10fuSG3Nrr1m+OozYsSTZBzaR3NbLW0s6Pjs9wJWGWlnOtX1+szab+yCiUL0u6UbNGvasxuFuCF7YI4GXvhWiBWDsdGOMn3t9NzYKpluo4ZlSty0KuhlEqvjLnlzqWl6HsUNxVILJGkVzRwxo6LHDeBOa0B7XWM3CJgO8UW\/ezbk1SCO\/cUiX3LQ3LZgLPH\/jiEnYYamJO8Gef+zEdYCfov6plVBUTJRgvqLBfyxjbzR8LMAXos+fUNYi3awz15J\/b4O0naOCk5ATAIsS7c9PF5rE2JiVtpAt3BOlI+jtZKsOhwRBHQoAycCQkg0AWaRJxpkNUKTvYYxRHqGag745yf4A6EgdRLROQIfo01yhRPVo6Bl5G6Ha4zdlqQLdn+jEn\/Hkr7ejnM78XUUtdeJ0p6UPsp0dO9tR5BLr5XeGj5AShAfKmJPepZ8NAd2sgevm3ahoGLum0Hn53ng7L\/OG2oVIjZABVxHCDthfoyAe0EbIzVRR8k0fbBGTSy4801Ma4YumAhaFxcmF8xg7djXw5snGB6XLIyQl5T5RIwPfGLxFxWl31FiFcajcoDeGHpjROf1hvuGwKCjGHwW48tGhBlkhsDVUG4usY7bItzex\/aYswW694pVEU2bEmGShSDnkexXlOZfA\/sxEaho25wzjoZyVFzqt0Ws1hpUyusNCuKQIepvpP+3ghruBupNaQI7sa8Ubl8Q8tUleNe+WA++96+oRKmmTtFDM1q1+MAcc2LUf24YGSzsEJ6CvAr1mYLRdhTDPl2ovgAb4OB0XHSgXimsztM7QAndau6tRhceCyziAJZVebMKHnAPSPt6iw5Lg3SLpfnacm2P3CeVs9Z\/xTsqbYKv52cMn4o9bJB90AkqKVoeSbI6+Txx17QLAI4Mf8qmloizwGQkL3AepQpxEjq6ynLTc7Rlb5nFaikFcVKetC7G8OU03cQm+WW1ooikbj1YTHzRZSbmy2+UlRp7I\/9tHIHctGjAMtgv3OmvjAdFVStyMLzMV\/alMcvVOWOYS07kERrsvulUFHwRuGJzCecOk37Pbig22KsjGd5nGAnM6eeafRMab5c+eHSRzPfBf7IhiPOHwj20b\/UwGidRO+eNmIsKCa0gNsaMQ00rNSRWgRyp5iweBNtVq6MxSbbJoF8Aim7cUO6+UDl6CV25\/1QnO73U\/cweUeBN0Sp1yt1N57giMGCLURkQODSdlQhC\/azcHeHgtq5TmNHEheP4L7Dk5k6vHP+5DIaDhNHFOmBrDoji\/9eDm6FDy2mJThlMeLL0BR+PPUsOzHOrnohIykaoaKpJg4KVTSjnXAE6POdVG5oyumhMQt9itYNblGWY9vuKSqGssE+Gwk17E\/GZM5MBTugWT8xRF3jOVfxhprKzB6VnlCAOrBNVee5kF64B8pmFmMlQoN4ae6K3cvFAOENWcn7OiCF9kgc2HdZTPS0SgjoQ03nQCrryrkyWgYmmD8OhNADo2YT2Msp\/ONVzeR1pFp2\/6aFlD6AXcoox3jjPmHAqzjOV9hvOb1Edckz6axzS26VuJUOqeL6FbbFvLcvW+HHQupGA2RxuMSU0z7f6au+trFK4Ei7IfFNztUdbHoi\/Fz3E3vAD2ljNuCTwhelCjiR2cZoz6oxw9BzykI4ZkK4ql3TJgLILpXkB+ns0n9qoI9tOYzuHJys6MMvo7YRyNoLpjkHtuQ6OaRBFTYqH8VsKDOKTXlE9SlSzOJpfYl+\/wq0svDUH7s6aeJyWrINZV2xTsH40ul05izMsRkkVtaO4zHoXCXNPgVJJk3j2jJjnVd4geHamAvTzWGGMHs2Z\/K6YtV6x4erxLj2OYeJVfBvmZpX2OlPUVQ1NHpwe\/FUkWW+2K8exV+pQB6SxWQjpzckBHCJaMOPEkUF\/GXEilgPAnb\/l+\/MHyutzvF\/Sy3dQLauw1M5Ik7fhNIbzBbwjfha1byx3eQy5FTW4bTGYLxNKwpdZ\/843nxG26tb9Uz2alVuTX0jvAZLQlFYjOPTT0W0sCjl2OclHtxez1u5lOYd5ljlWISyzNVXsqPe84HQTrCMLiito4vykG70AiCHHD5l0jHpfQhxG\/AHIQ3qlf3XVTRK4Me\/vjd\/+J8tYemINmwSJ3XO7MIEHvrz7peJPrl7ga9yqkvrnWjD0yVQhZ04ae44XlpSpjTUuSF\/OI1Flt4a52e9NAWG0AEzP+v9VyNG1etMJdLX5aywgK1KBah+jkGlMiSDHfhjSbRIXKL0QVnn+nysgGE\/\/AP5d18tMfb4rvSBnYQvWMloUSD9UoHi7ERR9CX5X8NpMpR2BqxfCIIFdCYk+VgLKhOMU6F+SN4aGUay99rXoUsBgiEP3UPlpoFIm+oNjWqI+cJshENtDbUzofhpPs0SlF6fUNqNZDxj+LodKZGmUm3HO9wUPBB9IXrkjPW5oCtcvjOC56\/MgF3463nb0IALICBZOLhhN9Zgt\/wj2c0\/kcqAvu3UsX70tQk7xaJLMPQ9JgKSKf0\/3ZkCfDJTn\/C452xk01J86s\/BiPjptMftstAKrj8EXvIvXk+mO8TDKfLGoph0iKeskboDPHamLWP79OOO5Z5NCrJodYuvJNxe66XTHJ6G2J\/jvaFKuZr4euoiP8RiDQ8L4SxnIToaxH6Juh51DJZTF99d17iruxmaM3bTfT6y\/CjJg+bpn\/3QB+l\/JboTLgWBQdysBpPC5H8sxYmLKMm8jC1JknSoaPt1EdLeW4R3FrFbrobsqRjR16izcLvLfMf19sG1U+cPo5jBs4fNJHngsIPVM6xM0Vzcuq1+vIOk2GksgWeq6J66vLVckqzCE7CJ+2rruzONU2fDhHk8rgeoCTP+nRhsBPORsZ4B2fAfyaLS6y+sIQAziI0yTyiF5nNkCkAvBRGdNlgFFtS3xW\/MJtY5BPKhMkGgH\/VoDdHHdi8vrW9M7FTEm5ypGsAMZAjoZZWOlpsrdXozgZi3vYp7Wq+BpqRalq5xiPLN\/2WMie0y42zyY4Mc6GfU\/SOca6DQvdyjUo4YrlWoWwYd+eRf11RJNgCNYKJrMyOT+hrlgx3Ui4RjmTE04kVNPoVT+u7tUHUFjOPobApZ8gHhorD6Wl2gi+JT0HPFsdiInS65IewFs7+pD3\/YE2txTXP\/GjRSeFfM8qNkpGEvgzhGlztYwi81PeCUsX8TwLZRlzwuPolQZaOkU4qrBZ99xjxNiPM1naKB7B6PEVshT2ebypaHgFxd5PKI\/VkPB1Y8dYdQhalLQ6CrBZHzTe+TfXL8mXWjRmik2ur8vfGw60D2GAR4rS8o35raHZ0CiccJJ7LVrURpbP+ZlPNWRUK8I0d+5K0IyQMg2tyRxdc\/p2rcw65EcyzFDlAUwD8p+dk9FU++io\/RzWAF6BPHge6iTfDjc4TTiOPUvIcJHAm0wswXdD3PR0\/dSrpKG6ayg9Oc\/ditB6APubptLh2YgIDCBsov0I7GA6cO21taFDb1CEjUw1NCg5BHMwNIfTCo1LlSij0JFW1rUSld6alnmlgHvi4aUNl22R3dsXAnQftok367BceRj3DwwnTaNkSD6J+0BaiEOJ\/IHVj6JBTDwAqh0bKlqR5JSnIiLIIDCpP6zZpcVkrsX2Fwfhng9P4HubO\/fgrEdh\/n4WJnAokij15YI1WE1v7CYgPdlAhECGGUTd+M069iuuM5fuwa2I3205uaCKLplzbHqhn8SatEWTLWYiZeHtnGP3+EN6ygVqiN9tsmg\/UNxsoj2tP5NOLcRFDTUMj2AibFz1QakQIVJcVqIiY5kAASr1xqWEJ8xdY6uq1rSfr9fe6eZP30LuQJl4fekDp7EINswlva7OvpOQ+yBI1HUafZyKJSj6eRGNs5\/uBp\/g2BRV7GjUlQisdq+5FxLVoLNL7d+a0dQ4tMur7i0R2zp6PxlCVy0W0szzfAapV3AcqQ4\/imTs\/ZoLog0ggZQOwyEBZ74h\/4i\/oDBzh\/exuylnzxCguO8on\/TluoHQUQgBSlLr2kaE2NHZhdJVSYl1Y56F\/xE0dfJVL8E9KQE4AtyPn+toPwhGBRQigSUj1HtvQaSrMNuqdgSxMZK7WI7r2teoIMF1JBVXiC6V2ahWmXYGHIzC0widjMIJINfdWG\/p8CPFdJcVS+iLJ+7DgKogcXQPjslE6A070xG6ZGd6ztXcJVbSBl2dNOkv\/cjPQiGtfQjvk+mCoTc5OQkA7HkbapmXbXgznPKK9YUsjO\/HgCz7csnhRBJRRj1LX5vS0IRzjf4lU9Joi58OTODHCmKzFnyIcwWaRsET5tbjcwXk+Ij68ncCpWB27nmQiMcIJQ84cd1HF62h3+wgkKINeVh1goSSVpY2GWrWTQv9JLUlHdOfS9StelOQDn7ReeV6XHf\/AIyTZ9tMLA\/o5VdgOgI+YKHjTMa\/vJkR9fCoM+6NiVPeeiHvo8MHwHgBnjKelZqbVJdB+SjiN1m79nxoM1boay9AgLu4MtlpAkbNOeoPcN6TYksszwNUni73O6OwaiyJ4peRosX9LI\/nTNIYzSDkARfRLtnSZj5BzRRl15SN1SVCLWgk6QOfQJSX6vFIcKHReED0h8tRe6Ns0NVd3XuVhUdOoZfJE56xwB0Me2sjY+G0eBu+H\/\/uBbpGIQXt4Uufuvo5sGjwy1io+CGAX6y5pJhvIZRHdwJAJaqqokfVkkIR2Wk7lCr3S8Nf+SgDcugNV1vr9vEdcBwYKLeLXrp\/Hyn0cf2uvPZaqZCfhfP5l+Ol8xVTCTYyYfwpxzx5A027RpSaz8vtpRbfLhqbXaoQmGnj7ueBWEPcCZRoG2B6IR7Q3Zir\/DYYAw4hG\/dlMz1dgQYRpDMye9+\/xwjA0wvtXAsna0jXCz4tmZ4IkMXxUZVUz\/LC7I53ghzEMQNpoeHM2+DJB\/+Dq\/Z0H8JQQ2kcsglkjw46Cc1R33oChzk42m\/Fs7m8DEbAZS1FfMaqoAb2mGLnwpG7N2H8OsblVDgO9+dZTivvV2dyDdTRZiNgmSN+BYGX6C7Kyrq9\/gn+H8m73DX1Ud6VsArbncuuYQrGZA\/LY0BSaW+YNcmyDp3nJNZ3I1fs+Z4kSzFSXRcYQh0fx6GKAxmF+Mh+Trf8QxG+jyHk78q1vDl\/KqwEEESuYruAui6VEjLn7wMM6EsBlJNw8z4VrimgKP5X9+5s1+Fp16e3tPlo4mufFkPr\/owJfYetz3IeJgVsLkYK+mwJe5aod7qMU41nnvWY+nCyU\/4ip3gtwt14C2dS1GFg1FLFPjf1KwlRc9dfZXveKiHmOxcW8dUYwb23IvGP8uad3MjON0aNT3tQ6rlFSzI87HM5J5JMOPwfR9Dwhh3bZEhjIap5NGLB9QP2wlcTx80nCXe\/2RcGWfbYS5dQYF5vGdMRgWyD9wPMK\/Q0TO7dtVKpFobgWFFjqtAGbcHgrmBndg56qHYFken05tXLWkoIPVWoEHLvMEAJlCJKVFVbwTZPzEorEGZwAteVGl9yb2f8TIE2ei1f2yGalPHFFUtE+5jGdQgkCFZvi4FQgezmEKsWAD6Nrin\/UsvP+gdun8cZOwJPTbdlMhXdhqMokp72m8YXkAtpzi73K83E6i6XZB3\/i4SuObqIO\/\/PwbKz2gA\/FmAM9Hdu4vfu8JbIb6aufm9u\/E5\/mAZQqzrXdXqE8Ytyh\/nZ75E6dOGy9pJXUwYhv\/J0QTEjLtYL7K39yAo2b\/owd5f86DtfI7ZNCsy\/\/wALa76\/mq7w78otcFrPBWhyjEja3Y1vGDa7naVam9wNoQu9ZmnBQhJ4BDTwJ\/+4Ju1Tg9MdZPvDECpBAXAN+sarZxODBHic9Z3XHR3kM09m5hFKsEHUBXTys4H6XWQf0zYbeoDSI6qoGHMWYMSooRZ5QS30b\/zp7qZfm0XYHDNzs6x3bS5sFyBma\/FNxk\/kWfWb+Xm2CoUXXtt4R0vUKzhHjJS8tLLrjOZeRhqnDywQ7QDQHV3T1tOOK8BOyZhIRecMQQi77GUpj2MWk+hoN9ohRgjWaKZr2Hd3fD5rO42+Q1WJYS307GIUav\/XH5m\/OBIeNUjQ5i6ZGPy3UWaAnknInYFAZoH7Jzk6jW48K0wk+zEvtXM5YBVWg\/bR9rxGnnGjocOwADkqiEvUPk6PLliQyCCE2qxCbROtCcnUUkK4XDevbB\/ZVNZjKBhe6lPVCbEZC43p8siJwvKmQs2FT1IW8htyk\/kfZs\/KTqnjmT27mqwQQuVFBZ6\/LNrrAarq5v2O9vFHoIJ2u\/aakDxlnrRxCZwmgJsPzONAC4opdroNZW\/N31BM189zWjGa7wTEX+eGDBQES+jwAYsv91ouilLQX3jQMUz2\/ZLNH\/\/b9UL7DcpLpvbxz8QS8D2maZbDehhexXu0i9gVhsq9UeZbLPxSZud\/tcxng8OKyZ4QxDYVHwHb6k0NWytm57PJ1GAwHjx0DTcI\/k3hp0iMqg4Q\/2m6ZmhjcIjPqt97RNJLxBqgOdFnZBQ6zYLYcN3SYySboIy8iulEzIMCqlzURyDV8M2YQXUJWMTJAVKZhOpavaUlml7MYMArNmC\/9\/Zk2uG312C7J2RE7Eauj6ZqmdSsl9WDVxRUMsiG2q06rhI47kgua0r+bNrtBk9MjfRy9yEMgUfhNhcaxE3WDE6U3fCfDhEMjGlSgY0RId\/5ily5rn+5\/3z4s3kpUuQJugtJM+vMddrArB+2lmD75medoSgxc0JzgS+aIZvF4yRU8wIttz1BihPivFAvaUfZCChLMRlWL+Kbk7PX8HpJ0LZ8++WOlTYiG1Qx+g0Se6P+FgxKpDgUvtHyaJK1npC509aAfzIFrcXLumdDOLs2PnQXqxQWtcs62tmHsojFDlK1yltsO6GCxxNBLqaYBMHb8cbEE6+aGbJ0PCvt5Vy0tgOxk0EZjEd7DtCO9RVeIR1ZgYfg\/cXNqUiHbuMRwjZx1vwq+zZamabaksBNgAQNWScoFtIVtKFztnm6EfJMyT9jVrMTELsrloBgbK2VzDHdPzqRy85WwrIO8SHQP64\/bL6uGKSu74UwnuD480r9LPcOSbK7Bd\/0PQaOIdmPR7OTvFohKMTR4t0hpkcfAAbvePoQpwMl9ByxOKLZewBsjkhvmEZQE875wKNAgVB6+Qwl4ldoQLjLCr6xBupPBcEQor5txRH4J3vJ5ML9SCHHsQr\/W7CWFD6iknd1Gg81KhYp7WJq+VgGSQSZcJ7iP8HckRkg0bVRVMzY6MKOBgxDbPreyLJYfD1P2729AhnZuqN6HcDSfPioOZncNzt08260Bi4CrNVCSuuLl3MmMx9TH+HhF97t+A8IvFMVWKrYOOzV2s1M8pnNRSLD8cn2GajYGrE2K2UMC4WCBuSKwBb0wNDNnVUx8g39tymVZAqJYltTcPZEldV8uG9Ykh\/oDKt64vDS+uKoy6F4OchNOBt5yqRPDD9nuR2AChy0CkuC2GsmxVL6IaGFVWU6nJ616m+DGZRbIlS\/5V8dQPI0vYaxvATYRf9KOjajvrdjya3MSAKiftlLaZdx0P3z202hd\/GJ26acarvvH3HmTo5KV7TWHbp3ZmtcwhmHlKsNLDP0GeWHCdhZGlpRJsw14Eva4L7FqDhxyQZiPIpAsqKjrRp7zdVqMzNxfCA9VI0ifUqWtjPv9iBsTg+QN8nt3qLa+vmUesAuESVE5xcgP8FGShaaOgMeV3PaEF4QhcuI+l+CmS2Llq8p\/TF+pPZOxBz0nfVdKCH0+xmDx3OEHSWywMLHIrX2nDBmkz5TJ45wTsdF0y+5wTKf5hkRpRC13e+7iHzLVM1Ek3gX8VAYJ1HmqUuo1EhgZ42t1yOCLBJM1kkJITnLfEIqLXH2A5KOC0bBgpMME7rwSWSRjlUdGcSCqfKKF7mdxU\/xzzT9aCVGYpIKrbNUtMFLyEtlR4kkAY6aYpbzoGfkz4dQh+xIfK58LwtFwqkN98FyDGUoLNCZ\/Ld6lNseyiee55PWnk2H9Mf\/D6m+vdYPjYIU3tLJ3kJoAd7S2mq\/baoVxtJ7svhkgtEY8zrA\/4ulLm6dKIXJrWmsF3UmftEkvL2RLHJoDEqUcyi3flxZqJdWpYwAWvrnlISNW96O7KuTLNQQq3THvtBJx7ujlM7i9jCCnavB6hkaV+a5g==","iv":"38f0e1a6444ae61b64bdf8f31570d212","s":"7f3b71fa8ad508fe"}
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