This imprint determines our attitude towards a particular thing. He called that primal emotional association an imprint. 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. Rapaille developed his theory on the brain after working as a psychologist for autistic children and studying Konrad Lorenz theory of Imprints and John Bowlby theory of attachment. Rapaille's work identifies the unstated needs and wants of people in a certain culture or country as cultural archetypes. In addition to his books, he is known for advising politicians and advertisers on how to influence people's unconscious decision making. Rapaille attended The Paris Institute of Political Sciences for a degree in Political and Social Sciences and later went on to receive a PhD in Social Psychology from Paris-Sorbonne University. Rapaille was born in France and immigrated to the United States in the early 80s. Gilbert Clotaire Rapaille, known as G Clotaire Rapaille, is a French marketing consultant and the CEO and Founder of Archetype Discoveries Worldwide Rapaille is an accomplished author, having published 17 books with topics ranging from Psychology, Marketing, Sociology and Cultural Anthropology.