2002.
Dick Morris’s memoir is Behind the Oval Office: Getting Re
elected Against All Odds (Los Angeles: Renaissance Books, 1999).
For the best telling of the Coke story, see Thomas Oliver,
The Real Coke, the Real Story (New York: Random House, 1986).
For more on Cheskin, see Thomas Hine, The Total Package:
The Secret History and Hidden Meanings of Boxes, Bottles, Cans,
and Other Persuasive Containers (New York: Little, Brown, 1995);
and Louis Cheskin and L. B. Ward, “Indirect Approach to
Market Reactions,” Harvard Business Review (September 1948).
Sally Bedell [Smith]’s biography of Silverman is Up the Tube:
Prime-Time TV in the Silverman Years (New York: Viking, 1981).
Civille and Heylmun’s ways of tasting are further explained
in Gail Vance Civille and Brenda G. Lyon, Aroma and Flavor
Lexicon for Sensory Evaluation (West Conshohocken, Pa.:
American Society for Testing and Materials, 1996); and Morten
Meilgaard, Gail Vance Civille, and B. Thomas Carr, Sensory
Evaluation Techniques, 3rd ed. (Boca Raton, Fla.: CRC Press,
1999).
For more on jam tasting, see Timothy Wilson and Jonathan
Schooler, “Thinking Too Much: Introspection Can Reduce the