Consumer Research

Why do three out of four professional football players go bankrupt? How can illiterate jungle dwellers pass a test that tricks Harvard philosophers? And why do billionaires work so hard - only to give their hard-earned money away? When it comes to making decisions, the classic view is that humans are eminently rational. But growing evidence suggests instead that our choices are often irrational, biased, and occasionally even moronic. Which view is right - or is there another possibility?

The purpose of this book is to emphasize the value of emotions and explore mental behavioral and emotional dimensions that affect consumers of all age groups, societies, and cultures. This book is an excellent reference for students, executives, marketers, researchers, and trainers. It includes the different elements of emotion, evidence of how emotions govern and organize consumer life, and emotion and individual functioning, including psychological disorders and well-being.

「専門家の予測精度はチンパンジーのダーツ投げ並み」―ーこんな調査結果で注目を浴びた著者の研究チームが、大規模な予測力研究プロジェクトを実施した。

The beauty industry - which once revolved around creams and powders, subtle agents to enhance beauty - has become the anti-aging industry, overrun with steroids, human growth hormone injections, and bio-identical hormones, all promoted as cures for getting old. Acclaimed BusinessWeek science reporter Arlene Weintraub takes us inside this world, from the marketing departments of huge pharmaceutical companies to the backroom of your local pharmacy to celebrity enthusiasts like Oprah.

You've heard of amazing deals, online discounts, outlet shopping-but has anyone showed you how to shop for free? Meet Kathy Spencer-hot, hip mom of four who can whittle a $267.22 grocery bill down to one penny. One penny.

For millions, the daily shopping experience has devolved from the resonant personal ritual of our memories and dreams to the boring zombie-like process we wander through daily. We're wasting our time and money, at the cost of our patience, good will, and joie de vivre. The new entitlement of discount prices has driven out creative, customer-centric thinking, far more than is commonly believed.

Companies that are thriving, not just surviving, are much more than a set of ruthlessly efficient and mechanistic processes. They are a social system operated by people for people. The quality of relationships, both inside and outside the organization, is a far more important driver of sustainable success or failure than the quality of its control systems. The head is important, but it is the heart that matters most.

Leading the Customer-Led Revolution is for brave business leaders who are charged with driving customer-led change in their organisation. It offers a framework for thinking and a plan of action to help your business become a truly customer-led organisation.

Youtility, as defined by best-selling author Jay Baer, is marketing that people cherish instead of marketing they simply tolerate. Due to enormous shifts in technology and consumer behavior, customers want a new approach that cuts through the clutter: marketing that is truly, inherently useful. Smart real estate professionals are applying the concepts of Youtility, giving away information and resources for free to differentiate and dominate by providing real value to clients and prospective clients.

Think how commonplace it is now for people to ask Siri for the weather forecast, deploy Roomba to clean their homes, or summon Alexa to turn on the lights. The "smart home" market will reach well over $100 billion in the next five years on the promise of products that are truly integrated with our cooking, cleaning, entertainment, security, and hygiene habits. But the reality is, these first-generation "smart" products aren't very smart - yet. We're clearly seeing only the tip of the iceberg in terms of capability and how such products can enhance our lives.

Every business knows that the best customer is a happy customer. They return again and again, bring their friends, and deliver tons of free advertising via word of mouth and social media. But in order to grow that loyal base, you must be aware of your customers’ needs. Drawing on the latest research in the exploding field of positive psychology, Columbia Business School marketing professor Bernd Schmitt offers three unique approaches any business can use to turn a casual customer into a committed fan.

In this endlessly fascinating book, New Yorker columnist James Surowiecki explores a deceptively simple idea that has profound implications: large groups of people are smarter than an elite few, no matter how brilliant. Groups are better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.

During the 1920s and 1930s, Bruce Barton was a household name in America - a hugely successful advertising man who revolutionized his industry by treating customers like people, not like sheep to be fleeced. He created some of the most memorable and long-lived advertising slogans and campaigns in history. He understood how to succeed in business and advertising, and he set down his principles for success in best-selling books that put his name on everyone's lips.

One man's mistake is another man's lesson. Don't let Scott Miller's success story fool you. He has made and learned from many mistakes in his career. Marketing Mess to Brand Success shares a career's worth of horrifying mistakes, missteps, and lessons learned. Whether you're starting a new company, a brand manager figuring out the best brand strategy or brand positioning for a niche market, or trying to land your first job as a marketing manager or brand manager, this book is designed to prepare you for many of the inevitable challenges that you will encounter.

From bargains in the Big Apple to the bustling bazaars of Istanbul, from in-store to interactive and online to mobile, neuromarketing pioneer Dr. David Lewis goes behind the scenes of the "persuasion industry" to reveal the powerful tools, techniques, technologies, and psychologies seeking to stimulate us all to buy more - often without us consciously realizing it.

While millions of consumers carry on unaware, powerful companies are racing to gain more knowledge and data than anyone, including any government, has ever had. The goal is to understand consumer behavior and desires, from mundane matters to our most private and intimate affairs. This massive trove of data represents an immense prize for these companies. In economic terms it is one of the most valuable assets on the planet.

Do we really need more consumer "stuff"? While most everyone will answer "No", we still see thousands of new products and services launched every day. These compete for our attention with already inundated markets filled with existing products–in the midst of the most intense information flows in history. Traditional adverts are not a cost-effective solution and like much more. So how can you successfully catch consumers’ interest? This book provides the answer.

Companies who define success through business outcomes and put customers at the center of their business realize sustainable, continuous growth. Customer experience is a key driver of technical innovation and business success - Customer Obsessed teaches companies how to leverage it across all levels of their organizations to sustain competitive advantage in the digital era. Customer Obsessed provides a comprehensive road map to help you build a better, more innovative business.

From the shuttered factories of the rust belt to the look-alike strip malls of the sun belt---and almost everywhere in between---America has been transformed by its relentless fixation on low price. This pervasive yet little examined obsession is arguably the most powerful and devastating market force of our time---the engine of globalization, outsourcing, planned obsolescence, and economic instability in an increasingly unsettled world.

Cheap. It's a dirty word laden with negative meanings. It is also the story of Lauren Weber's life. As a child, she resented her father for keeping the heat at 50 degrees through the frigid winters and rarely using his car's turn signals - to keep them from burning out. But as an adult, she found herself walking 30 blocks to save $2 on subway fare. In Cheap We Trust teases out the meanings of cheapness and examines the wisdom and pleasures of not spending every last penny.