[6][7] 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.
[11] His theory that culture gets imprinted into the "Reptilian Brain" during early childhood[12] has been heavily contradicted by scientific evidence.
[13] His practice of leading managers into regression sessions to tap into their unconscious in an attempt to discover a "code" word, has also been cited as "primitive" and has been heavily contradicted by scientific evidence.
[15] Rapaille's claim of technique of "archetype discovery" stems from the psychoanalytic methods pioneered by the Viennese psychologist Ernest Dichter.
[16] These research methods focus on finding what he calls the “code”, the unconscious meaning people give to a particular product, service or relationship.
[16] Rapaille appeared in a Frontline episode about marketing entitled "The Persuaders", which first aired on November 9, 2004 on PBS in the United States.