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  All of which leads me to the hundreds of people we’ve interviewed worldwide. A special (and enormous) thank-you goes to Unilever’s David Cousino, a shining star in the field of consumer insight. Thank you so much for sharing the most amazing insights about a fascinating project led by a fantastic company. Howard Roberts and Richard Hun-tington, both from Saatchi & Saatchi, also contributed amazing insights. I’d also like to thank Isabel Lopes, MSLIS, Assistant Librarian, Center on Media and Child Health, Children’s Hospital, Harvard Medical School, Harvard School of Public Health; and Sally J. Persing, Center on Media and Child Health (CMCH), Children’s Hospital Boston. Also a special thank-you to Linda Ackerman and Beth Givens, Privacy Activism, for their insight into online practices. Steven Pray, PhD, DPh, Professor of Nonprescription Products and Devices at College of Pharmacy, Southwestern Oklahoma State University, helped me understand the addictive qualities of products.

  Thanks also go to Dr. Charles Lynde, past president of the Canadian Dermatology Association, Assistant Professor at the University of Toronto; Giselle Whitwell—music therapist—a pioneer in music therapy, especially for prenatal and early childhood; Peter Hepper, Fetal Behavioral Research Center, Queens University, Belfast, Northern Ireland; Catherine Lynch and Joanne Irwin; and Jenny Saffran, Distinguished Professor, Psychology, University of Rochester, Group Coordinator, Communication and Cognitive Sciences Group. Thank you to Janet DiPietro, Associate Dean for Research, Professor, Department of Population, Family and Reproductive Health, Johns Hopkins Bloomberg School of Public Health; Claire Lerner, Director of Parenting Resources, ZERO TO THREE; and David Chamberlin, PhD, author of Prenatal Memory and Learning and The Mind of Your Newborn Baby, among other books.

  I’d also like to thank Marcy Axness of Quantum Parenting for help understanding the uses of data mining; Bryan Pearson, President and CEO, Alliance Data and LoyaltyOne Air Miles Reward Program; Michael Berry, Data Miners; Peter Fader, Wharton School of Business; Herb Sorensen, TNS Global; and Wendy W. Moe, Associate Professor of Marketing, Robert H. Smith School of Business, University of Maryland.

  For help with early childhood issues I’d like to thank Emily Korns, Nestlé Infant Nutrition; and Abigail Tuller, Editor in Chief, Pregnancy magazine and Pregnancy360.com. Thank you both for all your amazing insight.

  Last, but certainly not least: thanks to the talents of our incredible casting director, Marcy Tishk, we searched for months for a beautiful, kind, outgoing, smart, beautiful family—and boy, were Eric and Gina Morgenson and their children, Jack, Sam, and Max, ever up for it. A very significant and major thank-you to the Morgenson family, who couldn’t have made this project more interesting, easier, or more exciting, and to all their lovely friends in Laguna, who allowed us to observe their consumer habits. We are forever grateful.

  Enormous thanks also go to our TV producer, Andy McEntee, who made this project so successful and provocative, and without whose expertise, ideas, and warmth this project would never have happened. Finally, ChatThreads, a company that captures data on how, when, and where consumers notice individual brands in their day-to-day lives, then analyzes how these encounters impact purchase behavior, helped measure the profound impact of word-of-mouth marketing. I truly believe no other company can perform better than they did.

  NOTES

  Introduction

  1. See the organization’s Web site, www.enough.org.uk.

  Chapter 1. Buy Buy Baby

  1. Minna Huotilainen, “Foetal Learning: A Bridge over Birth” (available at http://www.edu.helsinki.fi/lapsetkertovat

  /lapset/In_English/Huotilainen.pdf).

  2. P. G. Hepper, “Fetal Memory: Does It Exist? What Does It Do?” Acta Paediatrica Supplement 416:16–20 (available at http://www.cirp.org/library/psych/hepper1/#n29).

  3. “Children Whose Mothers Smoked During Pregnancy and Early Childhood More Likely to Smoke as Adults,” Science Daily, May 21, 2009 (available at http://www.sciencedaily.com/releases/2009

  /05/090519134657.htm).

  4. Emily Oken, Elsie M. Taveras, Ken P. Kleinman, Janet W. Rich-Edwards, and Matthew W. Gillman, “Weight Gain in Pregnancy Linked to Overweight in Kids,” American Journal of Obstetrics & Gynecology, April 2007.

  5. “Pregnant Mother’s Diet Impacts Infant’s Sense of Smell, Alters Brain Development,” Science Daily, December 6, 2010 (available at http://www.sciencedaily.com/releases

  /2010/12/101201095559.htm).

  6. “Children Whose Mothers Smoked.”

  7. J. A. Mennella, C. P. Jagnow, and G. K. Beauchamp, “Prenatal and Postnatal Flavor Learning by Human Infants,” Pediatrics 107(2001), no. 6: E88.

  8. Annie Murphy Paul, Origins: How the Nine Months Before Birth Shape the Rest of Our Lives (New York: Free Press, 2010).

  9. Dani Veracity, “Child-Centered Marketing Causing Kids to Carry Unhealthy Food Habits into Adulthood,” Natural News, October 30, 2006 (available at http://www.naturalnews.com/020920.html).

  10. F. J. Zimmerman, D. A. Christakis, A. N. Meltzoff, “Television and DVD/Video Viewing in Children Younger Than Two Years,” Archives of Pediatric & Adolescent Medicine 161, no. 5 (2007): 473–79.

  11. J. McNeal and C. Yeh, “Born to Shop,” American Demographics, June 1993, pp. 34–39.

  12. Lina Perez and Victoria Vasile, “Kids’ Opinions Hold Sway,” Kids Today, March 1, 2007 (available at www.kidstodayonline.com/article/518854-Kids_opinions_hold_sway.php).

  13. Andrew Meltzoff, “Imitation of Televised Models by Infants,” Child Development 59 (1998): 1221–29 (available at http://ilabs.washington.edu/meltzoff/pdf/

  88Meltzoff_TVimit_ChildDev.pdf).

  14. Alan Mozen, “Cartoon Characters Sell Kids on Unhealthy Foods,” U.S. News and World Report, June 21, 2010 (available at http://www.health.usnews.com/health-news/diet-fitness/diet/articles/2010/06/21/cartoon-characters-sell-kids-on-unhealthy-foods.html).

  15. Thomas N. Robinson, Dina L. G. Borzekowski, Donna M. Matheson, and Helena C. Kraemer, “Effects of Fast Food Branding on Young Children’s Taste Preferences,” Stanford Archives of Pediatric and Adolescent Medicine 161, no. 8 (2007): 792–97 (available at http://www.ncbi.nlm.nih.gov/pubmed/17679662).

  16. Douglas Rushkoff, Coercion: Why We Listen to What They Say (New York: Riverhead Press, 2000), p. 197.

  17. Julie Schor, Born to Buy (New York: Scribner, 2007).

  18. “What Kids Know: McDonald’s, Toyota, Disney,” ABC News, April 12, 2010 (available at http://abcnews.go.com/Business/kids-mcdonalds-toyota-disney/story?id=10333145).

  19. Matt Richtel, “In Online Games, a Path to Young Consumers,” New York Times, April 21, 2011.

  20. Tralee Pearce, “Cashing In on Preteen Puberty” Globe and Mail, November 13, 2007 (available at http://www.theglobeandmail.com/life/article797684.ece).

  21. Douglas Quenqua, “Graduating from Lip Smackers,” New York Times, April 28, 2010 (available at http://www.nytimes.com/2010/04/29/fashion-29tween.html).

  22. Peggy Orenstein, Cinderella Ate My Daughter (New York: HarperCollins, 2011), p. 82.

  23. Ibid.

  24. Andrew Adam Newman, “Depilatory Market Moves Far Beyond the Short-Shorts Wearers,” New York Times, September 14, 2007 (available at http://www.nytimes.com/2007/09/14/business/

  media/14adco.html?_r=1&ref=media).

  25. Allan D. Kanner, “Globalization and the Return of Childhood,” Tikkun, September/October 2005 (available at http://www.tikkun.org/article.php/Kanner-Globalization).

  26. Valerie Baulerine, “Gatorade’s ‘Mission’: Sell More Drinks,” Wall Street Journal, September 13, 2010 (available at http://online.wsj.com/article/SB10001424052

  748703466704575489673244784924.html).

  27. Ibid.

  28. Ad Tunes, “BP British Petroleum ‘Say Hey’ TV Commercial Music,” http://adtunes.com/forums/showthread.php?t=87309.

  29. Porsche 911 commercial, available at http://www.youtube.com/watch?v=7sWPHKU1XZU.

  30. Chris Reiter, “BMW Sleds, Mercedes for Kids Batt
le $13,000 Audi on Santa List,” Bloomberg News, November 20, 2010 (available at http://www.bloomberg.com/news/2010-11-23/bmw-sleds-mercedes-for-kids-battle-13-000-audi-toy-on-luxury-santa-list.html).

  31. Allison Linn, “Starbucks Rethinks Stance on Young Customers,” msnbc.com, September 10, 2007, http://www.msnbc.msn.com/id/20608492/ns/business-consumer_news.

  32. Ellen Ruppel Shell, The Hungry Gene (New York: Grove Press, 2003), pp. 192–93.

  33. Elizabeth S. Moore, William L. Wilkie, and Richard J. Jutz, “Passing the Torch: Intergenerational Influences as a Source of Brand Equity,” Journal of Marketing 66 (April 2002): 17–31 (available at http://warrington.ufl.edu/mkt/docs/lutz/PassingtheTorch.pdf).

  34. Banwari Mittal and Marla B. Royne, “Consuming as a Family: Modes of Intergenerational Influence on Young Adults,” Journal of Consumer Behaviour 9, no. 4 (July/August 2010): 239–57.

  35. Bruce Temkin, “Apple’s Newest Strategy: Influential Bundling,” Consumer Experience Matters, August 25, 2008 (available at http://experiencematters.wordpress.com/2008/08/25/apples-strategy-influential-bundling).

  Chapter 2. Peddling Panic and Paranoia

  1. “Report: U.S. Hand Sanitizers Market to Exceed $402M by 2015,” Occupational Health and Safety, June 14, 2010 (available at http://ohsonline.com/articles/2010/06/14/us-hand-sanitizers-market-will-grasp-millions.aspx).

  2. Susan Todd, “Hand Sanitizer Brings Big Profit for Johnson and Johnson,” Star-Ledger, February 14, 2010 (available at www.nj.com/business/index.ssf/2010/02/hand_sanitizer

  _brings_big_prof_.htm).

  3. Melly Alazraki, “Swine Flu Lifts Sales of Purell Sanitizer, Clorox Wipes, Other Consumer Products,” Daily Finance, November 5, 2009 (available at http://www.dailyfinance.com/story/company-news/swine-flu-boosts-sales-of-purrell-santizer-clorox-wipes-other/19222737/).

  4. See the “Know the Facts” page on Purell’s Web site, http://www.purell.com/page.jhtml?id=/purell/include/facts.inc.

  5. Jennifer Whitehead, “UK Brands Lag Behind US Counterparts in Response to Swine Flu,” Brand Republic, April 30, 2009 (available at http://www.brandrepublic.com/bulletin

  /brandrepublicnewsbulletin

  /article/902174/UK-brands-lag-behind-US-

  counterparts-response-swine-flu/?

  DCMP=EMC-DailyNewsBulletin).

  6. See the Kleenex Web site, http://www.kleenex.com/FacialTissues.aspx.

  7. “Marketers Already Aiming at Swine Flu Ads,” Radio Broadcast News, April 30, 2009 (available at http:www.rbr.com/media-news/advertising/14311.html).

  8. See the ReStockIt Web site at http://www.restockit.com.

  9. Shane Starling, “Kellogg’s Settles Rice Krispies Immunity Claims Dispute,” Nutra Ingredients USA, January 5, 2010 (available at http://www.nutraingredients-usa.com/Regulation/Kellogg-s-settles-Rice-Krispies-immunity-claims-dispute).

  10. Press release, Kellogg Company, November 3, 2009 (available at http://www.reuters.com/article/pressRelease/idUS199098+04-Nov-2009+PRN20091104).

  11. See the SafeEggs Web site at http://www.safeeggs.com.

  12. Mandy Hougland, “Forecast Calls for Sales,” Retailing Today, October/November 2007 (available at http://www.wxtrends.com/files/retailnews15.pdf).

  13. “Wal-Mart Praised for Hurricane Katrina Response Efforts,” NewsMax, September 2, 2005 (available at http://archive.newsmax.com/archives/ic/2005

  /9/6/164525.shtml).

  14. Max Read, “Americans: Afraid of Freemasons, Canada, Alex Rodriguez,” Gawker, March 24, 2010, http://gawker.com/5500661/americans-afraid-of-freemasons-canada-alex-rodriguez.

  15. Brandon Keim, “That Nearly Scared Me to Death! Let’s Do It Again,” Wired, October 31, 2007 (available at http://www.wired.com/science/discoveries/news

  /2007/10/fear_neurology).

  16. Lou Dzierzak, “Factoring Fear: What Scares Us and Why,” Scientific American, October 27, 2008 (available at http://www.scientificamerican.com/article.cfm?id=factoring-fear-what-scares).

  17. “The Four-Letter Word in Advertising: Fear,” Ai InSite, January 27, 2010 (available at http://www.insite.artinstitutes.edu/the-fourletter-word-in-advertising-fear-20072.aspx).

  18. Dzierzak, “Factoring Fear.”

  19. Sharon Begley, “The Roots of Fear,” Newsweek, December 24, 2007.

  20. Ibid.

  21. “Political Fear Mongering and Why It Works,” Daily Kos, October 24, 2010, http://www.dailykos.com/story/2010/10/24/75819/005.

  22. Kim White, “Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model,” Communication Monographs 59 (December 1992): 329–49 (available at https://www.msu.edu/~wittek/fearback.htm).

  23. Aquafresh toothbrush ad, 1994 (available at http://www.youtube.com/watch?v=V42QI4r8fWU).

  24. Press release, University of Bath, “Fear Is Stronger Than Hope for Worriers Trying to Get Fit, Says Researchers,” November 27, 2007 (available at http://www.bath.ac.uk/news/2007/11/27/gym-fear.html).

  25. Libby Copeland, “The Cure for Your Fugly Armpits,” Slate, April 14, 2011, http://www.slate.com/id/2291205/.

  26. Robert Klara, “Caution: Fear Mongering May Be Hazardous to Your Brand,” Brandweek, December 9, 2009 (available at http://www.brandweek.com/bw/content_display/current-issue/e3i75b60f5d014806b03410001d22a9e74e).

  27. Rich Thomaselli, “Fear Factor Gets Brink’s Buzz—and a Sales Boost,” AdAge, April 13, 2009 (available at http://adage.com/article?article_id=135944).

  28. Saturday Night Live, season 35, episode 17 (available at http://www.hulu.com/watch/134720/saturday-night-live-broadview-security).

  29. “ ‘I Want More Time,’ Saddest Commercial Ever,” http://www.youtube.com/watch?v=UvYb4BLIAQw.

  30. Kirsten A. Passyn and Mita Sujan, “Self-Accountability Emotions and Fear Appeals: Motivating Behavior,” Journal of Consumer Research, March 2006.

  31. Fiona Macrae, “From Cheating Golfers to MPs on the Fiddle: Why Men Really Do Feel Less Guilt Than Women,” Daily Mail, January 27, 2010.

  32. Peter Sells and Sierra Gonzalez, “The Language of Advertising,” Unit 7: Words and Phrases Used in Advertising, http://www.stanford.edu/class/linguist34/.

  33. Marc-André Gagnon and Joel Lexchin, “The Cost of Pushing Pills: A New Estimate of Pharmaceutical Promotion Expenditures in the United States,” PLoS Medicine, January 3, 2008.

  34. “Method Products, Cleaning and Growing!” EcoSherpa, October 17, 2006, www.ecosherpa.com/uncategorized/method-products-cleaning-and-growing/.

  Chapter 3. I Can’t Quit You

  1. Brad Stone, “Breakfast Can Wait. The Day’s First Stop Is Online,” New York Times, August 9, 2009.

  2. Ibid.

  3. Shelley DuBois, “How Pepsi’s Crowd-Sourced Ads Beat the Super Bowl Beer Spots,” Fortune, February 10, 2011.

  4. “Shopaholic Granny Stole More Than £150,000 from Her Employers to Fund an Addiction,” London Evening Standard, May 6, 2007 (available at http://www.thisislondon.co.uk/news/article-23399529-shopaholic-granny-stole-150000-to-feed-her-addiction.do).

  5. Amy S. Clark, “Shopping Addiction: A Serious Problem,” CBS Evening News, December 9, 2006 (available at http://www.cbsnews.com/stories/2006/12/

  09/eveningnews/main2243936.shtml).

  6. Merriam-Webster online dictionary, http://www.merriam-webster.com/medical/addiction.

  7. Pandelis Pazarlis, Konstantinos Katsigiannopoulos, Georgios Papazisis, Stavroula Bolimou, and Georgios Garyfallos, “Compulsive Buying: A Review,” Annals of General Psychiatry 7 (2008) (Supp. 1): S273.

  8. Shulman Center for Compulsive Theft & Spending, “Compulsive Shopping and Spending Disorders: The Next Frontier of Addiction Treatment!” February 28, 2007, http://blog.theshulmancenter.com/2007/02/28/compulsive-shopping-and-spending-disorders-the-next-frontier-of-addiction-treatment.aspx.

  9. “Estimated Prevalence of Compulsive Buying Behavior in the United States,” Lorrin M. Koran, M.D., Ronald J. Faber, Ph. D., Elias Aboujaoude, M.A., M.D., Michael D. Large, Ph.D., and Richard T. Ser
pe, Ph.D. American Journal of Psychiatry 163:1806–12, October 2006. doi: 10.1176/appi.ajp.163.10.1806

  10. “New Test Identifies Shopaholics,” United Press International, September 16, 2008 (available at http://www.upi.com/Health_News/2008/09/16/New_test

  _identifies_shopaholics/UPI-71811221540181/).

  11. Ibid.

  12. Ibid.

  13. “Shopaholics Are Addicted to Attention, German Researchers Find,” Deutsche Welle, January 8, 2008 (available at http://www.dw-world.de/dw/article/0,2144,3530317,00.html).

  14. Jennifer Berry Hawes, “Researchers Hunt Biological Sources of Drug Cravings,” Medical University of South Carolina Web site, http://research.musc.edu/news/kalivas.html.

  15. Sarah Klein, “Fatty Foods May Cause Cocaine-Like Addiction,” CNN.com, March 30, 2010, http://www.cnn.com/2010/HEALTH/03/

  28/fatty.foods.brain/index.html.

  16. Paul M. Johnson and Paul J. Kenny, “Dopamine D2 Receptors in Addiction-Like Reward Dysfunction and Compulsive Eating in Obese Rats,” Nature Neuroscience 13 (2010): 635–41.

  17. France Bellisleb, “Effects of Monosodium Glutamate on Human Food Palatability,” Annals of the New York Academy of Sciences 855 (1998): 438–41 (available at http://onlinelibrary.wiley.com/doi/10.1111/j.1749

  -6632.1998.tb10603.x/abstract).

  18. Shannon Bell, “Red Bull Cola Cocaine Report in Germany,” Rightpundits.com, May 25, 2009, http://www.rightpundits.com/?p=3985.