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7. http://www.forbes.com/sites/velocity/2011/10/05/yves-behar-steve-jobs-changed-my-

life
8. ifoAppleStore.com, “10th Apple Poster,” http://www.ifoapplestore.com/db/10th-

anniversary-poster/ (accessed December 31, 2011).

9. Starbucks Gossip, “Starbucks Chairman Warns of ‘The Commoditization of the
Starbucks Experience,’ ” Starbucks Gossip, February 23, 2007,

http://starbucksgossip.typepad.com/_/2007/02/starbucks_chair_2.html (accessed
December 31, 2011).

10. Howard Schultz with Joanne Gordon, Onward: How Starbucks Fought for Its Life
Without Losing the Soul (NY: Rodale, 2011), 274.

11. J. C. Ho, co-owner, Funnel Mill, in discussion with the author, December 22, 2011.

12. Ibid.

Chapter 17: Design Multisensory Experience

1. YouTube, “Apple—Steve Jobs Introduces the First Apple Store Retail 2001,”

YouTube, http://www.youtube.com/watch?v=OJtQeMHGrgc (accessed December 31,
2011).

2. ifoAppleStore.com, “10th Apple Poster,” http://www.ifoapplestore.com/db/10th-

anniversary-poster/ (accessed December 31, 2011).
3. IfoAppleStore.com, “The Stores,” http://www.ifoapplestore.com/the_stores.html

(accessed December 31, 2011).
4. Ron Johnson, “What I Learned Building the Apple Store,” Harvard Business Review,

November, 21, 2011,
http://blogs.hbr.org/cs/2011/11/what_i_learned_building_the_ap.html (accessed

December 31, 2011).

5. A. K. Pradeep, The Buying Brain: Secrets for Selling to the Subconscious Mind (NY: John
Wiley & Sons, Inc., 2010), 177.

6. Ibid., 176.
7. Johnson, op.cit.