When you see a tunnel - any tunnel - what is the first thing you think of? For most people it seems to be 'Where does it go to?". A much smaller number of people (from my limited ad hoc personal sample anyway) think "What is this tunnel passing through?". One might also first think "What passed / passes through this tunnel?". Or relatedly, "Why was this tunnel built?" Or perhaps other questions I haven't thought of here. Has anyone researched a psychology of these first thoughts, what sort of personality thinks of what sort of question first, on seeing a tunnel image? Dr Hillary Shaw Food and Supply Chain Management Department Harper Adams University College Newport Shropshire TF10 8NB www.fooddeserts.org When you first buy that must-have item you didn't even know you needed, never query why you didn't know you needed it. This question is potentially threatening to globalisation and will really annoy a marketing team somewhere in the USA.