Why Buy: Associations

Associate™ is a design tool for individuals, consultants and universities. It has been designed to help create associations that can generate déjà vu experiences. The aim of this tool is to make advertising, brands and products more user orientated on a psychological and practical level. This case study book looks into a particular design and addresses why people buy it?, why users form attachments to it? which brands are more successful? and how association, memory and deja vu can improve the design.