Exploring market barriers
Human Sciences Research Council
Kantar Health Oncology Centre
There has been a great deal of research in the last half century in the field of attitudinal equity. A wealth of data about how individuals feel about brands has been collected over this period. However, no systematic approach has been taken to quantify the factors that (a) prevent individuals from purchasing the products towards which brand loyalty is felt and expressed, or (b) cause individuals to buy products that they would not ideally like to purchase. The spurious aspect...