OK. Time to clear your mind and consider some findings from Tremor, a subsidiary of Procter & Gamble that focuses on word-of-mouth (WOM). Tremor is populated by cognitive scientists whose job is to study the brain, then apply their knowledge to marketing. Some sample Tremor tips:

The brain isn't actually wired to "think." It's designed to save most of its processing for a crisis—like, say, getting attacked by a tiger.

The brain organizes itself with "schemas" (structured groupings of preconceived ideas) that determine how we understand the world, culture, advertising, everything.

So, how might a marketer apply such insights to stirring up WOM?

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