Mind Over Matter Sigmund Freud and B.F. Skinner may be dead, but they can still help your business.

Guerrilla marketers don't rely on guesswork. Why? Becausewrong guesses are expensive. Instead, they rely on psychology asmuch as possible. Many psychological theories are actuallyconsidered laws of human behavior. Guerrillas lean on these lawsbecause they want certainty to be a hallmark of theirmarketing.

Following are 10 things guerrillas know about using psychologyin marketing to transform guesswork into science--and make theirefforts pay off.

1. Purchase decisions are made subconsciously. People maysay the words consciously, but they process the data in theirsubconscious.