Gottman can predict which couples will still be married in fifteen years. Gottman created a different code for each type of expression or feeling, such as contempt, jealousy, or defensiveness. He videotaped both members and reviewed their facial expressions, tone of voice, and overall attitude. In the study, Gottman had couples discuss a minor issue in their marriage together for about fifteen minutes. Gladwell talks about an interesting experiment by John Gottman, who is well known for his work on marital relationships. We frequently make decisions in the blink of an eye without even noticing. The more you train your brain, the more accurate the thin-slicing will be. In more basic terms, thin-slicing is our gut instinct. In the first chapter, Malcolm introduces the idea of thin-slicing, our unconscious ability to determine what is important in a very short period of time. He proves that more information is not always a good thing, and some of the best decisions come from gut instinct. Specifically, he explains the workings of the unconscious mind in making snap judgments and decisions. Cheskin’s firm later added yellow to the green Seven-Up cartons, and consumers reported the taste now had too much lemon and lime.In the #1 national bestseller Blink, Malcolm Gladwell analyzes the way we think. Margarine is naturally white and unpopular when Cheskin has the margarine colored yellow, wrapped in foil-which connotes high quality-and put in a carton with a crown image and the name “Imperial Margarine,” sales take off.
In the late 1940s, marketer Louis Cheskin discovered that people tend to confuse packaging with their feelings about the product inside. Home-use tests-where tasters try out a case of the drinks in real-life conditions-are more reliable. Sweetness, for example, tends to win with sip testers but becomes overpowering when someone drinks an entire can of something too sweet. New Coke was based on sip-tests, but these can mislead. When New Coke was launched, it was a disaster consumers stage protests and the old recipe is quickly reintroduced as Classic Coke. Coca-Cola researchers developed "New Coke," which did better than Pepsi in extensive market testing. In the early 1980s, Coca-Cola's market share dipped as Pepsi made inroads.
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