TITLE

Intuition, microstudies, humanized research can identify emotions that motivate consumers

PUB. DATE
March 1982
SOURCE
Marketing News;3/19/1982, Vol. 15 Issue 19, p11
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on a marketing research technique that can help identify consumers' behavior to buy a product. According to Calvin L. Hodock, who is Executive Vice President of New York-based Lemont Consulting Group, critical dynamics motivates consumers to buy one brand and marketing research techniques can help to identify those dynamics. Critical dynamics is not easy to identify. Marketing research often fails to identify emotional factors that drive behavior of consumers. Researchers don't need to apply conventional wisdom because critical dynamics in product category keeps changing.
ACCESSION #
19002970

 

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