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Maximum Influence, 2nd Edition by Robert G. Allen, Kurt W. Mortensen

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CHAPTER 9

The Law of Association

Create the Environment of Influence

It’s not the situation. It’s your reaction to the situation.

—BOB CONKLIN

One association trigger is color and how certain colors make us feel. Add those colors to food, and some interesting things happen. Even if I told you each one of these items tasted great, you would probably have an association trigger that would make you feel a little different. What about when margarine was first introduced and it was white? Would that affect your buying decision or would you want to eat it? Pepsi and Coke both introduced clear colas. Does that sound right to you? Did you hear about the ...

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