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Article: Pittsburgh Ad Agency Uses Hypnosis to Home in on Customers' Desires.
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- June 11, 2002
CopyrightCOPYRIGHT 2002 Knight-Ridder/Tribune Business News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Teresa F. Lindeman, Pittsburgh Post-Gazette Knight Ridder/Tribune Business News
Jun. 11--Rarely have so many been so skeptical, yet gone ahead and tried something anyway. In this case, the proposal was to hypnotize people to get to the roots of their emotional reactions -- to lighters.
"By nature, research folks are skeptical about everything," said Rick Harnish, director of market research for Downtown ad agency Blattner Brunner and someone who clings to his reputation as a numbers-oriented guy. He heard the idea at an industry convention, and later pitched the concept to his co-workers and officials at client Zippo.
"I really felt like I ...