In the section on "The Theory of Mind Reading" (p. 197), Gladwell begins an interesting discussion of Tomkins and Eckman's work on Imagery, Affect, and Consciousness that ends up suggesting, among other things, that "[e]motion can start on the face. The face is not a secondary billboard for our internal feelings. It is an equal partner in the emotional process" (208). If emotions are primary and possibly expressed on the body first, with consciousness of emotion secondary, what might that suggest about persuasion? About consciousness of feeling as an interpretive process? About consciousness as rationalization or, even, as Burke puts it, "prophesying after the event"? (For more on this topic, check out this short piece by David Blakesley called "Prophesying after the Event" and Daniel Gilbert's "Illusion of External Agency" (PDF format) and his idea that "motivated human cognition" involves a process of subjectively optimizing outcomes."