“The reptilian brain always wins.” ~ Dr. G. Clotaire Rapaille

GVSU Advertising Club is hosting a jaw dropping speaker this Thursday night, April 7 at 6:00 PM.  Dr. G. Clotaire Rapaille is a psychologist & expert on consumer behavior and he will be discussing advertising, consumer behavior and the digital future.  His talk will be based on his work studying digital nomads and natives.  Think “virtual v. real” future.

Dr. Rapaille is an internationally known expert in Archetypal Marketing, Creativity, and Innovation. He specializes in primary research techniques drawing from his background in anthropology and psychology to “uncover consumers’ unspoken and unarticulated needs to discover the hidden forces behind behaviors.”  When he has uncovered the “code” he develops the best appeals that will resonate with the consumers’ “emotional unconscious.”

In fact, has discovered codes for over half of Forbes’ Fortune 100 companies. According to his website, “Most of the time people have no awareness relating to their subconscious behaviors, and the reason behind why they make choices. This is why we need to define a process that allows us to access that information.”

Dr. Rapaille has written 17 books. His most popular book, The Culture Code was #9 on the best-seller list of Business week.  He was also featured in a PBS Frontline episode titled The Persuaders in 2004, which was a critical yet interesting look at the advertising industry.  The documentary provides a peek into Dr. Rapaille’s code breaking techniques.

Interestingly, Dr. G. Clotaire Rapaille has a close connection with Grand Valley State University.  He states, “Grand Valley States Colleges many years ago invested me to teach a class on Anti-Psychiatry. I had a great experience, loved my students and Grand Valley is the reason I became an American.”  The course he taught was titled the “Wisdom of Madness” back in 1975.

This very special meeting will take place Thursday, April 7 from 6:00-7:00 pm via Zoom or, join Grand Valley State University Student Advertising Club in 174 LOH. 

Learn more about Dr. G. Clotaire Rapaille and his work here.

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