Category Online communities

How much of what we are told by consumers is reliable? The art of not relying on recall

Brand awareness is a lagging indicator, and therefore not a predictor of consumer behaviour’ (Don Sexton Columbia University).But we also know that ‘recall’ is flawed and prone to extraneous influences such as residual awareness. One of the challenges we face as interpreters of consumer behaviour is in determining how much of what we are told

Continue Reading >

Next Page → ← Previous Page