Relevant Knowledge Series
Consumer Insights: Findings from Behavioral Research
With profound changes in the marketing landscape, the question for researchers and marketers is: What are enduring insights about consumer judgments and behavior?
Consumer Insights: Findings from Behavioral Research, edited by Joseph Alba of University of Florida, offers a collection of findings on a broad range of consumer behavior phenomena, from variety seeking and brand recall to price biases and the effects of package size on consumption.
Each of 42 entries, contributed by behavioral scientists, includes a generalizable insight or insights, description of evidence base, managerial implications, and selected references. Consumer Insights: Findings from Behavioral Research is intended as supplementary reading for undergraduate and MBA courses and a reference resource for academics and marketing practitioners.
"A resource that marketers and market research professionals will want to keep close at hand."
Scott McDonald, Senior VP, Research and Insights, Conde Nast
"Ideal for the time-challenged marketing executive, providing a summary of key findings in each area, accompanied by a listing of the primary research works supporting those findings."
David F. Poltrack, Chief Research Officer, CBS Corporation
Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research
Dominique M. Hanssens, ed. (2009)
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