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Consumers are unreasonable – but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria…
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Conventional economic theory assumes that consumers are fully rational, that they have well-defined preferences and easily understand the market environment. Yet, in fact, consumers may have inconsistent, context-dependent preferences, or simply not enough…

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First published in 2000. Routledge is an imprint of Taylor & Francis, an informa company.

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The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for…
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This book presents the workings of Consumer Behaviour as no other book in the market does. It examines the subject of Consumer Behaviour in a fascinating way, is stimulating and motivates readers. This textbook provides a complete introduction to consumer…
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Trend forecasting is a science: tomorrow is predictable. Understanding consumer trends means the difference between corporate success and failure, as trends affect every sector and every market. The success or failure of global brands from Dove to Apple,…