Carnegie Mellon

If you think books are old tech, you may be dismissing them too soon. The latest application for the folio design is a collection of water filters that are long-lasting and also provide information about consuming unsafe water. The humanitarian group WaterisLife and the ad agency DDB have teamed up to bring these books to developing countries with unreliable water sources.

Working with researchers at Carnegie Mellon and the University of Virginia, WaterisLife and DDB supported scalability work and design based on research conducted by Teri Dankovich for her Ph.D. at McGill University.

A group of scientists from CalTech, Carnegie Mellon and MIT reviewed studies examining how people buy, and research confirms that buyers are deeply irrational beings. Most economists—and many sales training programs—assume buyers make logical decisions about what they need and what’s in their best interests. But “neuroeconomic” studies show the automatic, unconscious process that’s really going on. Buyers buy with their hearts first, and with their heads second. When money changes hands, the primitive, emotional part of the brain calls the shots. Logic comes in afterwards as the brain justifies the decision it has already made. Traditional selling approaches focus on logic and reason:

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