Brands And The Brain: The 4 Second Factor

Suddenly, you see it everywhere – in airports, hotels, restaurants, and of course, in most public bathrooms. It’s on sale in corner kiosks, wedged conspicuously between the gum and People magazine. And in a blink, it’s been seamlessly integrated into life as an essential everyday item. Just five years ago, the product never existed anywhere, and yet if you were to conduct a straw poll, most would confide that they simply couldn’t live without it. I’m not talking about the iPod or the Blackberry, or even your favourite pair of Crocs – I’m talking about antibacterial hand gel – the kind you can squirt whenever you feel the need to cleanse. From what I see around me, a lot of people seem to be feeling pretty dirty these days.