Behavioural Economics Gets Real: Probably the largest implicit market study in history, for one of the world's best known brands
Introduction
The global economy is shifting towards the intangible.
An ever-greater share of the value that customers get from the products and services they buy is invisible. It is made up of emotional, not material benefits (Van Boven and Gilovich, 2003).
When consumers make decisions about these products and services they are not primarily motivated by the product features, nor by rational evaluation of the benefits and tradeoffs of each product. They are motivated by the...