Understanding consumer decision-making with means-end research | consumer psychology | Scoop.it
From rockresearch.com - February 9, 2014 12:39 AM

"One of the toughest, yet most important, aspects of marketing is understanding why consumers make decisions. Why does a soccer mom drive an SUV instead of a mini-van? Why does a teenager drink Coke instead of Pepsi? ..."

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Via Joachim Scholz, PhD