Sell It to the Psyche

By Pamela Paul Monday, Sept. 08, 2003
    • ANN STATES FOR TIME

    MIND READER: J. Walker Smith, president of the consultancy Yankelovich, knows why you buy what you do

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    In fact, it's likely the vagaries of consumer impulse will continue to befuddle the best prognosticators at least some of the time. No matter how much data suggest otherwise, a nervous mother of two may get roped into riding a roller coaster and discover a new passion for risk. A stilettoed fashionista might wobble into Wal-Mart. Some things will always be unpredictable.
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