Clotaire Rapaille
Encyclopedia
Dr. G Clotaire Rapaille, or Gilbert Clotaire Rapaille, is a marketing specialist. Born in France, he has a doctorate from La Sorbonne. Rapaille is also the CEO and Founder of Archetype Discoveries Worldwide, located in Palm Beach, Florida
.
In addition to his books, he is known for advising politicians and advertisers on how to influence people's unconscious decision making. He moved to the United States in the early 80s.
However, several elements of his biography, client list, and the field of his doctorate, have been 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
. The embellishments on his résumé led to a cancellation of the contract.
Rapaille's work identifies the unstated needs and wants of people in a certain culture or country as cultural archetypes.
which is for sale for about 12.5 million dollars. But this house was also owned by Dr. Rapaille until 2003.
theory of attachment
. This work led him to believe that while children learn a given word and the idea connected with it, they associate it with certain emotions. He called that primal emotional association an imprint. This imprint determines our attitude towards a particular thing. These pooled individual imprints make up a collective cultural unconscious, which unconsciously pre-organize and influence the behavior of a culture.
theory of Paul D. MacLean, which describes three distinct brains: the cortex
, limbic, and reptilian. Beneath the cortex, the seat of logic and reason, is the limbic, which houses emotions. Camouflaged underneath those is Rapaille's theorized brain—the reptilian.
Rapaille believes that buying decisions are strongly influenced by the reptilian brain, which is made up of the brain stem
and the cerebellum
. Only accessible via the subconscious, the reptilian brain is the home of our intrinsic instincts. It programs us for two major things: survival and reproduction. Rapaille proposes that in a three-way battle between the cortical, the limbic (home of emotion) and the reptilian areas, the reptilian always wins, because survival comes first. This theory has become the basis for his thoughts on what a product means to consumers on the most fundamental level.
Rapaille’s mantra is “the reptilian brain always wins.”
In the opening of his book, 7 Secrets of Marketing, he says, "Cultures, like individuals, have an unconscious. This unconscious is active in each of us, making us do things we might not be aware of." This collective cultural unconscious can be further defined as a pool of shared imprinting experiences that unconsciously pre-organize and influence the behavior of a culture.
. This technique doesn't ask what people want, but why. These research methods focus on finding what he calls the “code”, the unconscious meaning people give to a particular product, service or relationship. Rapaille posits that sublimated emotional memories occupy a place between each individual's unconscious (Freud) and the collective unconscious of the entire human race (Jung
).
revealed that Rapaille's client list and CV contained several 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. Although he did not deliver, he negotiated with the city and got paid almost the entire sum.
Rapaille also caused controversy when during his investigation he said that the city of Quebec has a masochistic side to it. He also claimed his mother listened to Félix Leclerc
during the WW2, before Felix Leclerc recorded his first album in 1951.
Palm Beach, Florida
The Town of Palm Beach is an incorporated town in Palm Beach County, Florida, United States. The Intracoastal Waterway separates it from the neighboring cities of West Palm Beach and Lake Worth...
.
In addition to his books, he is known for advising politicians and advertisers on how to influence people's unconscious decision making. He moved to the United States in the early 80s.
However, several elements of his biography, client list, and the field of his doctorate, have been challenged in an investigation conducted by the newspaper Le Soleil
Le Soleil
Le Soleil is a French-language daily newspaper in Quebec City, Quebec. It was founded on December 28, 1896 and is published in compact format since April 2006...
in March 2010, following the award of a controversial contract to Rapaille by the city of Quebec
Quebec City
Quebec , also Québec, Quebec City or Québec City is the capital of the Canadian province of Quebec and is located within the Capitale-Nationale region. It is the second most populous city in Quebec after Montreal, which is about to the southwest...
. The embellishments on his résumé led to a cancellation of the contract.
Rapaille's work identifies the unstated needs and wants of people in a certain culture or country as cultural archetypes.
Personal life
His wife (Patricia Rapaille) owns a house in Boca Raton, FloridaBoca Raton, Florida
Boca Raton is a city in Palm Beach County, Florida, USA, incorporated in May 1925. In the 2000 census, the city had a total population of 74,764; the 2006 population recorded by the U.S. Census Bureau was 86,396. However, the majority of the people under the postal address of Boca Raton, about...
which is for sale for about 12.5 million dollars. But this house was also owned by Dr. Rapaille until 2003.
Early career
Rapaille has a master's degree in political science and psychology and a doctorate in medical anthropology from the University of Paris–Sorbonne, and a Doctorate in Psychology.Imprints
Dr. Rapaille developed his theory on the brain after working as a psychologist for autistic children and studying Konrad Lorentz theory of Imprints and John BowlbyJohn Bowlby
Edward John Mostyn "John" Bowlby was a British psychologist, psychiatrist and psychoanalyst, notable for his interest in child development and for his pioneering work in attachment theory.- Family background :...
theory of attachment
Attachment theory
Attachment theory describes the dynamics of long-term relationships between humans. Its most important tenet is that an infant needs to develop a relationship with at least one primary caregiver for social and emotional development to occur normally. Attachment theory is an interdisciplinary study...
. This work led him to believe that while children learn a given word and the idea connected with it, they associate it with certain emotions. He called that primal emotional association an imprint. This imprint determines our attitude towards a particular thing. These pooled individual imprints make up a collective cultural unconscious, which unconsciously pre-organize and influence the behavior of a culture.
Reptilian Brain
Rapaille subscribes to the triune brainTriune brain
The triune brain is a model of the evolution of the vertebrate forebrain and behavior proposed by the American physician and neuroscientist Paul D. MacLean. MacLean originally formulated his model in the 1960s and propounded it at length in his 1990 book The Triune Brain in Evolution...
theory of Paul D. MacLean, which describes three distinct brains: the cortex
Cortex
Cortex may refer to:-Sciences:* Cortex , the outer portion of the stem or root of a plant...
, limbic, and reptilian. Beneath the cortex, the seat of logic and reason, is the limbic, which houses emotions. Camouflaged underneath those is Rapaille's theorized brain—the reptilian.
Rapaille believes that buying decisions are strongly influenced by the reptilian brain, which is made up of the brain stem
Brain stem
In vertebrate anatomy the brainstem is the posterior part of the brain, adjoining and structurally continuous with the spinal cord. The brain stem provides the main motor and sensory innervation to the face and neck via the cranial nerves...
and the cerebellum
Cerebellum
The cerebellum is a region of the brain that plays an important role in motor control. It may also be involved in some cognitive functions such as attention and language, and in regulating fear and pleasure responses, but its movement-related functions are the most solidly established...
. Only accessible via the subconscious, the reptilian brain is the home of our intrinsic instincts. It programs us for two major things: survival and reproduction. Rapaille proposes that in a three-way battle between the cortical, the limbic (home of emotion) and the reptilian areas, the reptilian always wins, because survival comes first. This theory has become the basis for his thoughts on what a product means to consumers on the most fundamental level.
Rapaille’s mantra is “the reptilian brain always wins.”
Collective Cultural Unconscious
His consumer research seeks to understand what Dr. Rapaille has identified as the "collective cultural unconscious".In the opening of his book, 7 Secrets of Marketing, he says, "Cultures, like individuals, have an unconscious. This unconscious is active in each of us, making us do things we might not be aware of." This collective cultural unconscious can be further defined as a pool of shared imprinting experiences that unconsciously pre-organize and influence the behavior of a culture.
Research Methods
Rapaille's claim of technique of "archetype discovery" stems from the psychoanalytic methods pioneered by the Viennese psychologist Ernest DichterErnest Dichter
Ernest Dichter was an American-based psychologist and marketing expert who is often considered to be the "father of motivational research."...
. This technique doesn't ask what people want, but why. These research methods focus on finding what he calls the “code”, the unconscious meaning people give to a particular product, service or relationship. Rapaille posits that sublimated emotional memories occupy a place between each individual's unconscious (Freud) and the collective unconscious of the entire human race (Jung
Jung
Carl Jung was a Swiss psychiatrist, an influential thinker and the founder of analytical psychology.Jung may also refer to:* Jung * JUNG, Java Universal Network/Graph Framework-See also:...
).
Controversy
An article published by Pierre-André Normandin in Le Soleil de QuébecLe Soleil
Le Soleil is a French-language daily newspaper in Quebec City, Quebec. It was founded on December 28, 1896 and is published in compact format since April 2006...
revealed that Rapaille's client list and CV contained several falsehoods and exaggerations. Following those revelations his contract with Quebec City
Quebec City
Quebec , also Québec, Quebec City or Québec City is the capital of the Canadian province of Quebec and is located within the Capitale-Nationale region. It is the second most populous city in Quebec after Montreal, which is about to the southwest...
was terminated. Rapaille was hired in February 2010, at the approximative cost of $300,000, by Quebec City
Quebec City
Quebec , also Québec, Quebec City or Québec City is the capital of the Canadian province of Quebec and is located within the Capitale-Nationale region. It is the second most populous city in Quebec after Montreal, which is about to the southwest...
's mayor Régis Labeaume to analyze the city's image on an international level. The mayor terminated his contract early on March 29, 2010. Although he did not deliver, he negotiated with the city and got paid almost the entire sum.
Rapaille also caused controversy when during his investigation he said that the city of Quebec has a masochistic side to it. He also claimed his mother listened to Félix Leclerc
Félix Leclerc
Félix Leclerc, was a French-Canadian singer-songwriter, poet, writer, actor and Québécois political activist. He was made an Officer of the Order of Canada on December 20, 1968...
during the WW2, before Felix Leclerc recorded his first album in 1951.