I stumbled upon this great video today: The psychology of digital marketing. Rory Sutherland, Ogilvy.
“The thing you’ve got to remember about research is, if people are annoyed about something or upset about something, they’re sincere about being upset, but their reasons for being upset are bullshit. Okay? They just reach off the shelf and go and find a plausible post-rationalisation for their emotional state.”