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Archive for April, 2015

The cognitive timeline, part 4b: Acting (consumer behavior doesn’t lie)

April 20, 2015 0 Comments
The cognitive timeline, part 4b: Acting (consumer behavior doesn’t lie)

Consumer behavior: The gold standard of market research data In contrast to verbal expressions, actual consumer behavior is the real deal of market research. This is data that all marketers ultimately care about — where consumers shop, how they shop, what they buy, how much they pay, how often they buy, what they tell their […]

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The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

April 10, 2015 0 Comments
The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

Two kinds of expressions are critical to marketing and market research: Verbal expression: Self-reporting of opinions, attitudes, preferences, and predictions of future behavior Consumer behavior: Shopping, buying, and using products and services Market researchers used to think that these two kinds of expressions were closely connected. The rational consumer model assumes that all our decisions […]

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The cognitive timeline, part 3: Deliberating and analyzing

April 1, 2015 0 Comments
The cognitive timeline, part 3: Deliberating and analyzing

Before the discovery of the nonconscious, people believed they had full access to their thoughts and feelings, or at least access enough to be able 
to express accurate observations about their internal mental states. In the process of deliberation, people simply query their own minds to determine what they’re thinking or feeling about something. Market […]

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