Working Paper
The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making
May 2, 2023
The “4 Minds” framework describes four customer mindsets—Ideal Point, Market Comparison, Local Comparison, and Image—and how each leads to very different customer outcomes and behaviors. It can be applied in segmentation, targeting, positioning, and persuasion in B2C and B2B contexts.