Motigraphics: The Analysis and Measurement of Human Motivations in Marketing

By Richard C. Maddock | Go to book overview

Introduction:
Methods and Methodologies

All animals are created equal, but some animals are more equal than others.

-- George Orwell, Animal Farm


A BETTER BEAR TRAP

I was a Park Ranger in Grand Teton National Park in Jackson Hole, Wyoming, the first year that the park opened as one of our nation's officially recognized national parks. One of my jobs was to keep the bears out of the campground. Since this was an impossible task, my job description was rewritten and stated that my duties were actually to get the bears out of the campground, not to keep them out. Since they usually came at night, that's when I worked. The bears' objective, of course, was to get to the bacon and other goodies that were safely sealed away in the Coleman ice chests that everyone had at that time and were quite easily opened. Bears are rather intelligent creatures and had learned where the ice chests were kept (in tents) and had discovered that it only took one swipe of a bear paw to tear open a tent. Subsequently they had learned to open the ice chest, which at that time was sealed with a tiny stainless steel hasp. Following that sequence of events, they took over the campground, moving from campsite to campsite in a kind of "movable feast."

The National Park Service has a policy of preservation, whereas the Forest Service's policy is conservation. Under a policy of pres-

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