Persuasion master Duane Cunningham was interested to know what causes a customer to choose a product (and dating expert April Brasswell was curious curious too). I suppose, when it comes down to it, this is the most important question for a consumer behaviouralist like me to answer. The difficulty is that it’s a much easier question to ask than to answer – not that that makes it a bad question, I hasten to add. As it happens I’ve been steadily cataloguing (if that’s the right word – which it probably isn’t) the reasons that customers buy something. You may not be surprised to learn that there are quite a lot of factors that can be involved: thus far I’ve detailed 41. When it comes to any single consumer purchase there may be any number of these involved and the purchase is triggered (I suspect) when enough of them exist with sufficient strength to generate the […]
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