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Gilbert Clotaire Rapaille is a French-born American market researcher and author. He is the author of The Culture Code, 7 Secrets of Marketing in a Multi-Cultural World. His marketing work is based on his interest in psychoanalysis and psychiatry. His background is in Medical Anthropology. He received a Masters of Political Science, a Masters of Psychology, and a Doctorate of Medical Anthropology from the Université De Paris - Sorbonne.

He has made several appearances as a marketing expert in US and international media, such as Wall Street Journal, New York Times and CBS 60 Minutes, among others.^[1] Rapaille claims that the majority of decision making is unconscious and therefore that is where one should target one's advertising message. In a 2004 interview with PBS he said:

It's absolutely crucial for anybody in communication -- and that could be journalists, TV, media, all of it, or marketing people -- if you want to appeal to people, it's absolutely crucial to understand what I call the reptilian hot button. If you don't have a reptilian hot button, then you have to deal with the cortex; you have to work on price issues and stuff like that.^[2]

He is known for advising politicians and advertisers on how to influence people's unconscious decision making. Among the clients he has worked for are General Motors, Procter & Gamble, General Electric, Boeing, IBM and AT&T.^[3]

However, some elements of his biography, including the field of his doctorate, were challenged in an investigation conducted by the newspaper Le Soleil in March 2010, following the award of a controversial contract to Rapaille by the city of Quebec.^[4]^[5] The inaccuracies in his résumé led to his sacking.^[6]

Bibliography

See bibliography at Random House [1]

Controversy

An article published by Pierre-André Normandin in Le Soleil de Québec revealed that Rapaille's client list and CV contained falsehoods and exaggerations. Following those revelations his contract with Quebec City was terminated. Rapaille was hired in February 2010, at the approximative cost of $300,000, by Quebec City's mayor Régis Labeaume to analyze the city's image on an international level. The mayor terminated his contract early on March 29, 2010.

Rapaille also caused controversy when during his investigation he said that the city of Quebec has a masochistic side to it.

References

^ http://www.archetypediscoveriesworldwide.com/press.html
^ The Persuaders - Interview Clotaire Rapaille, PBS, November 9, 2004.
^ http://www.archetypediscoveriesworldwide.com/clients.html
^ Clotaire Rapaille décrypté: un homme et sa légende, Le Soleil, March 27, 2010. Mais voilà, les incongruités ne se limitent pas à son enfance. Il suffit de prendre sa biographie pour découvrir plusieurs contradictions. À commencer par son doctorat. Aux États-Unis, il se décrit comme un docteur en anthropologie médicale. Or, dans ses livres La relation créatrice et Je t'aime je ne t'aime pas, publiés en France en 1973 et en 1974, il se présentait plutôt comme un docteur en psychologie. "But the incongruities are not limited to his childhood. It is enough to look at his biography to discover several contradictions. Beginning with his doctorate. In the United States, he describes himself as a doctor of medical anthropology. However, in his books La relation créatrice and Je t'aime je ne t'aime pas, published in France in 1973 and 1974, he held himself out instead as a doctor of psychology."
^ Premier contrat dans le public pour Rapaille, Le Soleil, March 27, 2010.
^ Quebec's mayor sacks French marketing whiz for being 'a failure', The Montreal Gazette, March 30, 2010.

External links

Clotaire Rapaille's Home Page

This French biographical article is a stub. You can help Wikipedia by expanding it.

[1] ttp://www.archetypediscoveriesworldwide.com/press.html

[2] The Persuaders - Interview Clotaire Rapaille, PBS, November 9, 2004.

[3] ttp://www.archetypediscoveriesworldwide.com/clients.html

[4] Clotaire Rapaille décrypté: un homme et sa légende, Le Soleil, March 27, 2010. Mais voilà, les incongruités ne se limitent pas à son enfance. Il suffit de prendre sa biographie pour découvrir plusieurs contradictions. À commencer par son doctorat. Aux États-Unis, il se décrit comme un docteur en anthropologie médicale. Or, dans ses livres La relation créatrice et Je t'aime je ne t'aime pas, publiés en France en 1973 et en 1974, il se présentait plutôt comme un docteur en psychologie. "But the incongruities are not limited to his childhood. It is enough to look at his biography to discover several contradictions. Beginning with his doctorate. In the United States, he describes himself as a doctor of medical anthropology. However, in his books La relation créatrice and Je t'aime je ne t'aime pas, published in France in 1973 and 1974, he held himself out instead as a doctor of psychology."

[5] Premier contrat dans le public pour Rapaille, Le Soleil, March 27, 2010.

[6] Quebec's mayor sacks French marketing whiz for being 'a failure', The Montreal Gazette, March 30, 2010.

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-'''Clotaire Rapaille''', or Gilbert Rapaille, is a French-born American [[market research]]er and [[author]]. He is the author of ''The Culture Code'', ''7 Secrets of Marketing in a Multi-Cultural World''. His marketing work is based on his interest in [[psychoanalysis]] and [[psychiatry]].  His background is in [[Medical Anthropology]].  He received a Masters of Political Science, a Masters of Psychology, and a Doctorate of Medical Anthropology from the [[Université De Paris]] - [[Sorbonne]].
+'''Gilbert ''Clotaire'' Rapaille''' is a French-born American [[market research]]er and [[author]]. He is the author of ''The Culture Code'', ''7 Secrets of Marketing in a Multi-Cultural World''. His marketing work is based on his interest in [[psychoanalysis]] and [[psychiatry]].  His background is in [[Medical Anthropology]].  He received a Masters of Political Science, a Masters of Psychology, and a Doctorate of Medical Anthropology from the [[Université De Paris]] - [[Sorbonne]].
+He has made several appearances as a marketing expert in US and international media, such as [[Wall Street Journal]], [[New York Times]] and [[CBS]] [[60 Minutes]], among others.<ref>http://www.archetypediscoveriesworldwide.com/press.html</ref>
-However, some elements of his biography, including the field of his doctorate, were challenged in an investigation conducted by the newspaper [[Le Soleil]] in March 2010, following the award of a controversial contract to Rapaille by the city of [[Quebec City|Quebec]].<ref>[http://www.cyberpresse.ca/le-soleil/dossiers/quebec-et-son-image/201003/27/01-4264884-clotaire-rapaille-decrypte-un-homme-et-sa-legende.php Clotaire Rapaille décrypté: un homme et sa légende], [[Le Soleil]], March 27, 2010. ''Mais voilà, les incongruités ne se limitent pas à son enfance. Il suffit de prendre sa biographie pour découvrir plusieurs contradictions. À commencer par son doctorat. Aux États-Unis, il se décrit comme un docteur en anthropologie médicale. Or, dans ses livres ''La relation créatrice'' et ''Je t'aime je ne t'aime pas'', publiés en France en 1973 et en 1974, il se présentait plutôt comme un docteur en psychologie.'' "But the incongruities are not limited to his childhood. It is enough to look at his biography to discover several contradictions. Beginning with his doctorate. In the United States, he describes himself as a doctor of medical anthropology. However, in his books ''La relation créatrice'' and ''Je t'aime je ne t'aime pas'', published in France in 1973 and 1974, he held himself out instead as a doctor of psychology."</ref><ref>[http://www.cyberpresse.ca/le-soleil/dossiers/quebec-et-son-image/201003/27/01-4264886-premier-contrat-dans-le-public-pour-rapaille.php Premier contrat dans le public pour Rapaille], [[Le Soleil]], March 27, 2010.</ref> The inaccuracies in his résumé led to his sacking.<ref> [http://www.montrealgazette.com/business/Quebec+mayor+sacks+French+marketing+whiz+being+failure/2741831/story.html Quebec's mayor sacks French marketing whiz for being 'a failure'], [[The Montreal Gazette]], March 30, 2010. </ref>
+''
+Rapaille claims that the majority of decision making is unconscious and therefore that is where one should target one's advertising message. In a 2004 interview with PBS he said:
+<blockquote>''It's absolutely crucial for anybody in communication -- and that could be journalists, TV, media, all of it, or marketing people -- if you want to appeal to people, it's absolutely crucial to understand what I call the reptilian hot button. If you don't have a reptilian hot button, then you have to deal with the cortex; you have to work on price issues and stuff like that.''<ref>[http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/interviews/rapaille.html The Persuaders - Interview Clotaire Rapaille], [[PBS]], November 9, 2004.</ref></blockquote>
-Rapaille has also made several appearances as a marketing expert in US and international media, in [[Wall Street Journal]], [[New York Times]] and [[CBS]] [[60 Minutes]], among others.<ref>http://www.archetypediscoveriesworldwide.com/press.html</ref>
-In addition to his books, he is known for advising politicians and advertisers on how to influence people's unconscious decision making. Among the clients he has worked for are [[General Motors]], [[Procter & Gamble]], [[General Electric]], [[Boeing]], [[IBM]] and [[AT&T]].<ref>http://www.archetypediscoveriesworldwide.com/clients.html</ref>
+He is known for advising politicians and advertisers on how to influence people's unconscious decision making. Among the clients he has worked for are [[General Motors]], [[Procter & Gamble]], [[General Electric]], [[Boeing]], [[IBM]] and [[AT&T]].<ref>http://www.archetypediscoveriesworldwide.com/clients.html</ref>
+However, some elements of his biography, including the field of his doctorate, were challenged in an investigation conducted by the newspaper [[Le Soleil]] in March 2010, following the award of a controversial contract to Rapaille by the city of [[Quebec City|Quebec]].<ref>[http://www.cyberpresse.ca/le-soleil/dossiers/quebec-et-son-image/201003/27/01-4264884-clotaire-rapaille-decrypte-un-homme-et-sa-legende.php Clotaire Rapaille décrypté: un homme et sa légende], [[Le Soleil]], March 27, 2010. ''Mais voilà, les incongruités ne se limitent pas à son enfance. Il suffit de prendre sa biographie pour découvrir plusieurs contradictions. À commencer par son doctorat. Aux États-Unis, il se décrit comme un docteur en anthropologie médicale. Or, dans ses livres ''La relation créatrice'' et ''Je t'aime je ne t'aime pas'', publiés en France en 1973 et en 1974, il se présentait plutôt comme un docteur en psychologie.'' "But the incongruities are not limited to his childhood. It is enough to look at his biography to discover several contradictions. Beginning with his doctorate. In the United States, he describes himself as a doctor of medical anthropology. However, in his books ''La relation créatrice'' and ''Je t'aime je ne t'aime pas'', published in France in 1973 and 1974, he held himself out instead as a doctor of psychology."</ref><ref>[http://www.cyberpresse.ca/le-soleil/dossiers/quebec-et-son-image/201003/27/01-4264886-premier-contrat-dans-le-public-pour-rapaille.php Premier contrat dans le public pour Rapaille], [[Le Soleil]], March 27, 2010.</ref> The inaccuracies in his résumé led to his sacking.<ref> [http://www.montrealgazette.com/business/Quebec+mayor+sacks+French+marketing+whiz+being+failure/2741831/story.html Quebec's mayor sacks French marketing whiz for being 'a failure'], [[The Montreal Gazette]], March 30, 2010. </ref>
-Rapaille claims that the majority of decision making is unconscious and therefore that is where one should target one's advertising message{{Citation needed|date=October 2009}}.
 ==Bibliography==