marketing today as back then - more so, perhaps, with the rise in experiential branding and marketing. Indeed, market tests continue to confirm Cheskin's sensation transference phenomenon. The current evolution of Louis Cheskin's firm, Cheskin Added Value, continues to apply many of his foundational principals of design research and sensation transference to their work. Indeed, Cheskin's approach is enduring and has outlasted those of Dichter and Bernays - at least, theirs are not prominent nor accepted approaches in most marketing environments or business schools. Bibliography Living with Art (1940, 233 pages) Colors: What They Can Do for You (1947, 333 pages) Notation on a Color System for Planning Color Identification (1949, 18 pages) Color for Profit (1951, 164 pages) Colours and What They Can Do (1951, 214 pages) Color Wheel for Color Planning (1953, 4 pages) Color Guide for Marketing Media (1954, 209 pages) Cheskin Color Charts (1955, 8 pages) How to Predict What People Will Buy (1957, 241 pages) Why People Buy: Motivation Research and its Successful Application (1959) Basis for Marketing Decision Through Controlled Motivation Research (1961, 282 pages) How to Color-Tune Your Home (1962, 203 pages) Business Without Gambling: How Successful Marketers Use Scientific Methods (1963, 255 pages) Problem-Directed Men: Our Greatest Need in Business and Government (1964, 320 pages) Secrets of Marketing Success (1967, 278 pages) Marketing Success: How to Achieve It (1972) The Cheskin System for Business Success (1973, 250 pages) References External links Cheskin Added Value on Wayback Machine 1907 births 1981 deaths American marketing people Works Progress Administration workers Ukrainian Jews Emigrants from the Russian Empire to the United States