LEAD:
What makes us buy the things we buy? Price? Function? Utility? Or is it because it triggers some long forgotten memory with a strong emotional connection deep in the reptilian part of our brains? Clotaire Rapaille (CLO-tair  rah-PIE) helps some of the biggest companies in the world make those associations make money for them. He shares his secrets in The Culture Code.

RUNS:  5:58

END CUE:  "...published by Random House of Canada."