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This book explores a variety of topics that fall in the realm of psychological and behavioral economics. It demonstrates to the reader how to perform straightforward experiments in order to understand how people think about the economic aspects of their daily lives. Behavioral economics is a 'hot new area' of economics and consumer psychology. This book provides a comprehensive guide on consumer research and the types of results required. These approaches are spreading further around the globe, thanks to the work of Dr. Howard Moskowitz, one of the authors of this book, and the incredible success of Selling Blue Elephants. In other words, the book is just slightly ahead of a sea change in consumer research, and may be one of the 'tipping points'. (Coincidentally, Malcolm Gladwell, the bestselling author, is a great admirer of Dr. Moskowitz)

The notion of addressable minds produces a different type of database about a person. Rather than knowing who a person is, knowing what the person does, addressable minds work in the so-called ‘here and now’, at the micro-level. Today’s advertising is often one-way, even though the trend is to go from mass advertising on television and radio to more micro-targeted advertising on the Internet. Search-based advertising is growing rapidly. When a person searches for something, it’s likely that he is interested in that product, and may even be in a buying mode. What about knowing the person’s membership in a mind-set segment for the particular product being searched? Such information, gathered either early on in the creation of these large databases, or even obtained at the time of search, allows the marketer to better understand the needs of the prospective customer, and provide a targeted offer.