1. phenomenonology
2. human behaviour
3. irrationality
4. subconscious decisions
   1. assumptions
   2. responses
   3. views
   4. mind
   5. behaviour
5. subconscious needs
   1. desires
   2. as consumers
   3. what makes us think we need them
6. decision making
   1. choosing one thing over another
   2. rational vs. rational
   3. when purchasing
7. visual cues
   1. the power to
      1. influence
      2. dictate
      3. pursuade
   2. semiotics
      1. how meaning is formed
      2. how meaning is changed
8. consumer behaviour
9. counterintuitive relationships
   1. human behaviour
   2. economics
   3. social vs market norms
10. power of placebos
11. playing tricks on the mind
    1. in terms of consumerism
    2. mind playing tricks
12. relationships with things
    1. objects
       1. consumer products
       2. services
       3. experiences
    2. brands
    3. social norms/expectations
13. how respond to visual cues
    1. how this effects behaviours
14. sharing common ideologies
15. strategy
16. predictions
17. stereotypes
    1. how this meaning is formed
18. we are irrational
19. we are predictable
20. exploited