Posted by Elena del Valle on August 9, 2013
Consumer.ology cover
Photos: Nicholas Brealey Publishing
Our unconscious mind makes decisions without checking in with our conscious mind. So believes Philip Graves, a consumer behavior observer. It doesn’t always matter what we think we should do or anticipate we will do in a given situation if we’re asked in advance. Instead, what matters is what we actually do when the situation arises. Often the two conflict, according to Graves.
In Consumer.ology The Truth about Consumers and the Psychology of Shopping (Nicholas Brealey Publishing, $19.95), a 225-page softcover book published this year, Graves addresses consumer behavior as it relates to shopping.
He proposes that people’s psychological traits are more likely to determine their behavior in response to something new than whatever they might believe or respond when asked by a researcher. The unconscious mind and context mold our thoughts and behavior in unexpected ways, according to him.
For these reasons, in his view, market research is a waste of money, a false science. This is proven, according to him, because people frequently don’t do what they say they will do when responding to surveys and market researchers questions.
“It’s hard to generalise by sociodemographic groups and, often, not particularly helpful to do so: often it’s better to look at a type of behaviour and work back from there. That said, as a generalisation, I see men and women going about shopping in quite different ways sometimes,” Graves said by email when asked whether he has observed shopping trends by groups of people with common characteristics.
“Men are often more specific in their focus and less good at browsing to find what they want; they also tend to have a greater need to feel powerful in interactions with retailers (although, in the face of genuine product expertise this tends to go away). That said, I would say that more and more men are shopping in a way that was characteristically female a few years ago: enjoying browsing and using shopping as a leisure pursuit in its own right.”
In lieu of market research he suggests the AFECT approach (analysis of behavioral data, frame of mind, environment, covert study, and timeframe) for companies to evaluate the usefulness of consumer insight favors the method he believes “embraces a true awareness of the consumer decision-making process and how the subconscious mind drives shopping behavior.”
It took the author one year to research the book which was first published in 2010. Later he decided additions were necessary and spent a month on the extra content for the updated edition published in 2013. When asked about challenges and rewards of writing the book he said: “The biggest challenge I’ve had in presenting the issues from the book is when I run into people’s beliefs surrounding traditional market research. Rather than participate in a constructive debate or weigh up the evidence, some people who have been heavily involved in market research won’t consider the issue scientifically. I understand the psychology involved, but it still sometimes surprises me that people with so much to gain by reevaluating what they do aren’t willing to do so; after all, this is about their job, not their religion!
The biggest reward is, without doubt, the opportunities that having the book out there in the world have brought to me; opportunities to travel the world, meet fascinating people and explore their challenges with them. So far I’ve given talks at events in the UK, Brazil, Belgium, Germany and the US (including to the EU and UK Cabinet Office), become an associate of the UK’s leading economics consultancy, Frontier Economics, and joined the advisory board of Next IT, a US technology company that leads the market in intelligent virtual assistants. The joy for me comes where other people take my work and invite me to help them build on it through applying the principles to their business.”
Philip Graves, author, Consumer.ology
To the question of whether it’s ethical to attempt to influence people’s unconscious minds without their realizing it he responds that all communication is intended to influence. Graves has twenty years of experience observing consumers, first as a traditional market researcher and later using psychoanalytical techniques. He has advised Comet, ITV, Whirlpool, Doc Martens, New Convent Garden Food Company, Camelot, Virgin Media, Hotpoint, Lloyds TSB, Pepsi, and HSBC.
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Posted by Elena del Valle on August 2, 2013
Boxing for Cuba book cover
Photos: Fulcrum Books
In the 1950s, the Vidal Family like many in Cuba who saw the country spiraling downward, sent their three children to the United States in search of safety and a better future. Operation Peter Pan made that possible but instead of placing the brothers with relatives in Miami, as the Vidals had hoped, they were sent to the Sacred Heart Orphanage in Colorado for four years.
Guillermo Vicente Vidal, one of the boys, now an adult living in Denver, shares his and his family’s story in Boxing for Cuba An Immigrant’s Story (Fulcrum Books, $18.95). The 248-page softcover book first published in 2007 is divided into 14 chapters.
Bill Vidal, author, Boxing for Cuba
In the book, the author shares his best memories of his and his family’s immigrant journey toward a new life in the United States. Peppered among the pages, especially in the early chapters, are a few black and white photos of Vidal and his family.
Born in Camagüey, Cuba, Vidal grew up in Colorado. Following graduation from the University of Colorado, he held various government positions before becoming the city’s first immigrant born mayor. Vidal is now president and CEO of the Hispanic Chamber of Commerce of Metro Denver.
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Posted by Elena del Valle on July 29, 2013
Carl Helvie, RN, author, You Can Beat Lung Cancer
Photo: Carl Helvie
A podcast interview with Carl Helvie, RN, Dr. PH, author, You Can Beat Lung Cancer (see Cancer survivor tells how he did it with alternative, integrative methods), is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses surviving lung cancer with alternative interventions with Elena del Valle, host of the HispanicMPR.com podcast.
Carl is a registered nurse with two masters (University of California, Johns Hopkins University) and a doctorate in public health and wellness (Johns Hopkins University) and 60 years of experience as a nurse practitioner, educator, author, and researcher. He has been recognized with the Distinguished Career in Public Health Award from the American Public Health Association in 1999 and listings in Who’s Who, Who’s Who in Virginia, Who’s Who in American Nursing, Outstanding Educator in America, Men of Achievement, American Men and Women of Science, and a listing on Wikipedia. He has published eight books and contributed chapters to four additional ones. He is a 39-year lung cancer survivor who after being given six months to live by conventional medicine personnel turned to natural interventions.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Carl Helvie, RN” or click on the play button below. You may download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home by clicking on “Get HMPR Podcast” above the podcast player. The podcast will remain listed in the July 2013 section of the podcast archive.
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Posted by Elena del Valle on July 24, 2013
By Allison VanNest
Director of Public Relations
Grammarly.com
Allison VanNest, director, Public Relations, Grammarly.com
Photo: Allison VanNest
Are English language learners and non-native speakers at a disadvantage in the U.S. workforce? As the rest of the world begins to rely on English as the primary language of business, and more people are learning English more proficiently, the answer to this question may be, “yes.”
According to a recent study by Grammarly, a leading writing enhancement app, the accuracy of a person’s spelling and grammar may help to predict his career success. One way to get ahead on the job – and in the job search – is to improve your written communication. But to do this, we have to take a closer look at the current state of our educational system.
Read entire article English as a Competitive Advantage
Posted by Elena del Valle on July 22, 2013
JJ DiGeronimo, CEO, Purposeful Woman
Photo: Purposeful Woman
A podcast interview with JJ DiGeronimo, CEO, Purposeful Woman, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses using social media to build business with Elena del Valle, host of the HispanicMPR.com podcast.
JJ is a businesswoman who loves her work and her family. She has developed leadership strategies designed to increase the influence and impact of working women. In her books, her blogs and her presentations, she strives to help high impact women prioritize, align and achieve their individual goals.
She is the founder of Purposeful Woman, Tech Savvy Women, and Journey Charms. She is the author of The Working Woman’s GPS. She’s a spokesperson for Science Technology Engineering and Math (S.T.E.M.).
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR JJ DiGeronimo” click on the play button below. You may download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home by clicking on “Get HMPR Podcast” above the podcast player. The podcast will remain listed in the July 2013 section of the podcast archive.
Posted by Elena del Valle on July 15, 2013
Aaron Young, CEO, Laughlin Associates
Photo: Laughlin Associates
A podcast interview with Aaron Young, CEO, Laughlin Associates, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses corporations versus LLCs with Elena del Valle, host of the HispanicMPR.com podcast.
For 20 years Aaron has been advising companies on which type of business form is right for them. His company, Laughlin Associates, is located in Reno, Nevada. At age 18, he formed a recycling company in Portland, Oregon, before recycling was popular. He grew that business to 5,000 customers before selling it and using the money to become one of the first cellular phone dealers in Portland. He built that business to include three stores and a large service center, still in operation today.
He sold the company and became vice president of sales for ITEX, a publicly-traded NASDAQ company with 350 offices around the world. After three years, he left the company and formed several small corporate-services businesses before buying Laughlin Associates. He writes a monthly column in Small Business Today and blogs for Small Business 411.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Aaron Young” click on the play button below. You may download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home by clicking on “Get HMPR Podcast” above the podcast player. The podcast will remain listed in the July 2013 section of the podcast archive.
Posted by Elena del Valle on July 12, 2013
In Living Color
Nina Jablonski, professor, Anthropology at Pennsylvania State University believes there is no such thing as a pure race. Her research indicates skin color developed as a way for humans to adapt to their surroundings and over time became a means, with little relationship to reality, to label someone’s social worth. In Living Color: The Biological and Social Meaning of Skin Color (California University Press, $29.95) she explores these concepts.
The 260-page hardcover book published in 2012 is divided into two main sections. In the first half of the book, she examines the biology of skin tone and how over the centuries skin pigmentation allowed people to adjust to their environment. Skin color in pale people comes from blood and the skins own connective tissues. Eumelanin is the dominant source of skin color in general. Light skin was necessary for populations living in regions with little sunlight while dark skins shades were useful in places with an abundance of sunlight. She addresses the challenges brought about when migration, travel and modern life cause people to live away from their ancestral home, citing vitamin D deficiency as one of the dangers.
In the second half of the book, she delves into the origin of the concept of race saying there is no such thing as pure human populations or races. Over history, she says, people mixed with other people around the globe resulting in mongrel groupings with only minor variances. In time, European elites contributed to the idea of races categorized by skin color, social worth and cultural capability. Because of its association with positive aspects and high standing a preference for light skin arose independently in different countries, according to the professor.
This in turn led to the social stratification, discrimination and racism that endure today. She goes on to say in the closing chapter that in the United States and many developed countries people with the darkest skin color remain in the “periphery of society” and are physically marginalized suffering from restricted access to high quality education, food, and health care.
Jablonski, recipient of the 2012 Guggenheim Fellowship, is also author of Skin: A Natural History.
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Posted by Elena del Valle on July 8, 2013
Stephanie DaCosta, media director, Wing
Photo: Wing
A podcast interview with Stephanie DaCosta, media director, Wing, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses how Univision beat a major network in ratings with Elena del Valle, host of the HispanicMPR.com podcast.
Born to Cuban parents and raised in Miami, Stephanie was at Crispin Porter and Bogusky prior to joining Wing. While there, she worked on the Burger King, Domino’s Pizza, Ask.com and Sprite accounts. She also spent some time in New York City working at Universal McCann and Carat on DTC and OTC brands within Pfizer and Johnson & Johnson, as well as Pernod Ricard.
Her 10 year career includes experience in buying and planning across various media nationally and locally. Her love of exploring different cultures recently inspired her to pursue her Master’s in Sociology and Anthropology.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Stephanie DaCosta” click on the play button below. You may download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home by clicking on “Get HMPR Podcast” above the podcast player. The podcast will remain listed in the July 2013 section of the podcast archive.
Posted by Elena del Valle on June 28, 2013
You Can Beat Lung Cancer
Photos: Carl Helvie, Francisco Contreras, Tanya Harter Pierce, Bernie Siegel
Carl Helvie, RN, DrPH, now 81 years old, was told 38 years ago that he had lung cancer and only six months left to live. He recovered with alternative healing methods in lieu of traditional cancer medical treatments such as surgery and chemotherapy. Today, he’s healthy, takes no prescription medications and is one of the longest living cancer survivors, according to You Can Beat Lung Cancer: Using Alternative/Integrative Interventions (Ayni Books, $26.95). The 312-page softcover book published this year is divided into four main sections: an overview of lung cancer, the author’s own experience, medical issues, and holistic treatment options.
“Harsh chemicals, devastating surgeries and painful procedures for conventional cancer treatment are not your only option,” said Helvie in a press release. “I saw that lung cancer survival rates had not changed over time and wanted people to know there are other non-toxic, non-invasive treatment options that are successful and I could speak as both a profession health care provider and educator and also as a long term survivor who use non-toxic interventions,” he said by email when asked why the wrote the book now.
Helvie relied on holistic natural methods to treat his condition: supplements, herbs, enzymes, diet, prayer and meditation. His quality of life since the diagnosis of lung cancer has been superior than people often expect at his age. He points out that many older Americans have some form of chronic illness and by age 75 may be taking five prescribed medications daily.
Helvie is not surprised by the recent findings of a team of researchers in Washington State who discovered that chemotherapy fuels the growth of cancer cells, making it more difficult to destroy them in subsequent sessions.
Carl Helvie, RN, author, You Can Beat Lung Cancer
“No I do not receive money for services or products. As a cancer survivor and registered nurse I believe in helping others and the help I can provide should be offered for free,” said the author by email in response to a question about whether he sells products or services to treat lung cancer. “I communicate with around 60 cancer patients monthly and provide encouragement, support, and resources as best meets their needs. God saved my life when I had cancer and I believe in offering whatever I can as futher evidence that God is in all of our lives.”
Francisco Contreras, M.D.
Tanya Harter Pierce, MA, MFCC
A registered nurse with two masters and a doctorate in public health and wellness, Dr. Helvie has decades of experience as a nurse practitioner, educator, author and researcher. According to promotional materials, he has published eight books and was a contributor to others, and has published or presented 100 papers and articles in the United States and abroad. Also, he developed and published a nursing theory used worldwide, and established a nursing center to provide primary care for homeless and low-income individuals and families. He hosts the Holistic Health Show on BBS Radio, counsels cancer patients, markets his books and is in the process of establishing a holistic cancer foundation.
Bernie Siegel, M.D.
Francisco Contreras, M.D., president and chairman, Oasis of Hope Hospital; Kim Dalzell, Ph.D., RD, LD, who has helped people with nutrition and cancer; James Forsythe, M.D., HDM, who practices integrative medical oncology and anti-aging medicine; Tanya Harter Pierce, MA, MFCC, author, Outsmart Your Cancer; and Bernie Siegel, M.D., a physician and author, also contributed to the book.
Click to buy You Can Beat Lung Cancer
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Filed Under: Books
