"I see essentialism everywhere I look now. It just seems to be pervasive. It's one of these ways of seeing the world. People say, oh, it might just be association, but association strikes me as inadequate as an explanation as to why some things seem to have this property. Of course, Paul Rozin'’s work on moral contamination and contagion, again, I think speaks to this idea there are things which you can contaminate with evil, for example, just by wearing a killer's cardigan, things like that. So as I say, I see it everywhere. I'm hoping to continue that kind of work. So that's an example of a philosophical kind of question, or certainly a philosophical domain that I think does lend itself to the empirical studies and, who knows, that might actually turn out to have some application as far as marketers are concerned." - Todd Hoff from Bookmarklet