Book Titles

When a decision is made at the point of purchase without much prior deliberation, then brand name, price, an enticing product description, and other quality proxies still exert great influence.

…you can see a (very) strong brand as a credit line you build with customers. Realistically though, this credit line is something that only a handful of brands can enjoy, and even for them, it can be short-lived.

…advertisers should focus on generating interest, not on creating top-of-mind awareness or on persuasion.

Instead of top-of-mind ads that focus on a brand name, the goal of advertising should be to generate interest in the product’s advantages.

Marketers should not lose sight of their ultimate goal, which is to stimulate genuine consumer content that will help consumers evaluate their likely experience with a product.

…when consumers are immersed in rational information, the relative role of these emotions is reduced.

Reviews can have an impact even if the consumer disagrees with the comments or the criteria – it can make positive commends appear negative for the reader and vice versa.

…procrastination is a powerful human trait, so triggers for action can still make a difference. Incentives and triggers are important as ever…

What market researchers often underestimate… is the degree to which consumers are myopic and have difficulty imagining or anticipating a new and very different reality.

It is hard to predict the success of a product ahead of time by measuring individual consumers’ preferences and then try to use these preferences to predict consumers’ future decisions.