From Malcolm Green
Your interview with anthropologist David Howes on the use of multiple senses to sell products was interesting (14 September, p 28). It brought to mind a related example. Poet Allen Ginsberg once told how he earned money in the 1940s working for a market research company, and how a plan to market toothpaste as “glamorous” had to be abandoned because research found that people associated glamorous with the sensation of fur. Not a feeling you want for your teeth.
Berlin, Germany
