Michael Aaron Flicker

intentionally scarce by taking it off the menu for almost 10 months of the year.

They create this sense that if you want it, you got to get it now.

And that then helps reinforce the change of season and the nostalgia that you feel.

Foreign branding has been used by lots of brands, even when it's not where they're really from.

Take Superdry.

Superdry, very popular clothing brand, uses Japanese-style lettering, but it's actually from the United Kingdom.

Or

The word or the brand Atari was the word in Japanese to mean to hit for a target, but it was actually made in Sunnyvale, California.

So even Starbucks, which we talked about, by the way, uses lots of Italian sounding names, Espresso, Macchiato, Americano, but even Venti, you know, Grande, Trenta.

These are all meant to imply Italian brands.

lineage, even though they're not Italian.

But what's so interesting about us as humans is that just the use of the word Trent Day, just the use of the word Atari implies so much.

So two academics, Elizabeth Loftus and John Palmer, 1974, are really interested if they can show the impact of a single word on how we feel.

So they bring a number of study participants together and they show them a clip of a car crash and everybody sees the same clip of the car crash.

And the challenge is to estimate how fast the cars were moving when the accident occurred.

Simple enough, straightforward enough.

But here's the twist in the experiment.

They change the word, only one verb in the question.

They ask about how fast were the cars going when they, A, contacted the wall, B, hit the wall, C, bumped the wall, how about collided with the wall, or how about smashed the wall?

Those that heard the word, how fast was the car going when it contacted the wall, guess 31.8 miles per hour.