The first letter of your name. The average climate of your country. The presence of the color pink. These so-called “context effects” have an enormous influence over the way we think and behave, and Adam Alter, Assistant Professor of Marketing at New York University Stern School of Business compiles these and other fascinating insights from recent psychological research in his book Drunk Tank Pink: And Other Unexpected Forces That Shape Our Thoughts, Feelings, and Behaviors. In this lesson, Alter explains how you can use these context effects to your advantage, whether you are naming your company or choosing the color of an everyday product.Calculated ColorResearch the associations that are commonly made with colors, then select accordingly.Use red carefully. It can signal critique… but it can also attract.The Nuance of NamingDon’t select names with ambiguous pronunciations.Simplicity is good. Acknowledge the importance of familiarity.Consider the personality of words. Try to vi...