Likeability, liking is not enough

The purpose of this paper is to analyse likeability. The concept has often been a key indicator for market researchers, and has generally been seen as a relatively simple and reliable measure, but it needs to be considered carefully if, as a metric, it is not to prove misleading, as it is only one of a number of different factors that influences consumers.

Likeability, liking is not enough

Nathalie Yvert-Blanchet and Agnès FournierSensory Analysis and Market Research Manager, Consumer Goods, V Mane Fils, France

INTRODUCTION

Sensory messages we receive as consumers have always two faces: the cognitive face...

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