In recent years, there have been numerous books published that show how our behavior is governed by non-conscious drivers.

FORBES: Why So Much Market Research Sucks

Our marketplace behavior is really governed by only two factors: our perceptions of the products or services in question and our perceptions of the enterprise behind them.

FORBES: CMO Network

The result is that North America's fourth-largest city is governed by a man who has shown evidence of troubled behavior long before he ran for mayor.

NPR: Toronto Mayor Won Post On Conservative Discontent