Organizations would like the underlying values of a business to occupy the minds and hearts of their customers, since, as Jack Trout puts it "the most successful companies (or brands) are those that "own a word" in the mind of the prospect." They underlying theory is that of Tverskys and Kahnemanns who claim that while making nontransparent choices - those, that the consequence of are unknown and have a large impact on our future life - people rely on their emotions. The author of this thesis assumes that the decision of hiring an employee constitutes a nontransparent choice for a top- or...