“It’s a lot like what people do when they are in psychoanalysis: they spend years analyzing their unconscious with the help of a trained therapist until they begin to get a sense of how their mind works. Heylmun and Civille have done the same thing – only they haven’t psychoanalyzed their feelings; they’ve psychoanalyzed their feelings for mayonnaise and Oreo cookies.”

“It’s a lot like what people do when they are in psychoanalysis: they spend years analyzing their unconscious with the help of a trained therapist until they begin to get a sense of how their mind works. Heylmun and Civille have done the same thing – only they haven’t psychoanalyzed their feelings; they’ve psychoanalyzed their feelings for mayonnaise and Oreo cookies.”

— Malcolm Gladwell