priming, a way of conditioning the consumer’s brain to favor one brand over another that is both effective, powerful, and very widely employed.

The first way is by making most purchasing decisions subconsciously; the second by categorization; and the third by utilizing speedy but simple rules of thought, known as heuristics.

The heuristic mainly in use here is the recognition rule, relating to the ease, or fluency, with which information can be processed.

TNA works because, as I will explain in Chapter 4, it encourages consumers to adopt a mindless rather than a mindful approach to shopping.