"The book is the culmination of the author's quest for deep questions regarding consumer choice. It is a well-written documentation of an ongoing intensive research program arising from real-life consulting and client services. The author succeeds in making a compelling case in defense of the laws of choice by drawing on overwhelming empirical support. The book captures the reader's attention and provides deep insights in a conversational and readable style. Although it is a technical book, it does not read like one (most of the statistics are tucked carefully away in the Appendix). It therefore brilliantly caters to both the business and academic communities."

"This is an enormously useful book. The system that Eric Marder has devised may not be comparable to the invention of the telescope, but, in my view, that kind of analogy would be appropriate. The book summarizes his 40 years of groundbreaking work in advertising and marketing research. I know of no other writing in the field that comes close to what Marder has achieved. His work — thoughts and data — should have major consequences on the thinking and implementation of advertising and market research. It challenges much conventional wisdom and should lead to concepts not yet possible to imagine.

New inventions can spur progress. From inventions come new concepts, new approaches, new procedures, new products, and new fields. Marder’s work is a new invention."