TORONTO – A groundbreaking new study from the University of Toronto has found that Canadians are unable to identify what a book is unless it has been ordained by Heather Reisman, CEO of Indigo Books.
During the study, the researchers presented the a group of adults with both paperback and hardcover books and asked them to identify the object in front of them. “Some of our participants remembered spending a lot of money on the object in question during university and guessed that it was beer,” said Dr. Violet Reid, the study’s co-author.
Only after the researchers applied the golden ‘Heather’s Pick’ sticker to the book’s cover did the participants recognize what was in front of them. “Not only did they recognize it was a book when we added the sticker, an overwhelming majority claimed to have read the book.”
A separate group was presented with a box of rat poison and were quick to identify it as rodenticide. However, when the researchers placed a ‘Heather’s Pick’ sticker on the box of rat poison, the members of this group talked at length about the box of poison’s rich characters and complex themes of modern femininity.
When Dr. Reid’s team asked both study groups why Heather’s recommendations mattered so much to them, they reflexively ordered a chai latte. A related study found that many members of the group were also willing to eat items like grass, wood chips and rusty nails if a President’s Choice ‘Blue Menu’ logo was applied to it.
