ABSTRACT
Human motivations are frequently unconscious and represent intertwined and complicated mechanisms. According to modern science, human behavior is determined by instinctive responses and social norms, or cultural values. The task of changing basic attitudes towards milk was found to be too costly and time-consuming. Instead, the framework of evaporated milk was reduced from an emotionally broadened one to a more sober concept of an unemotional food. Much of the difficulty which diagnostic research seems to cause stems from the fact that analysts are dealing with different techniques and even more important with a different form of thinking. In the physical sciences and even in the field of biology and medicine analysts are more accustomed to the necessity of thinking first in terms of hypotheses and abstractions before rushing out to study the facts.
