Valuing the visceral: the increasing importance of the rapid-affective response in assessing consumer behaviour

Susan Bell, Suzanne Burdon, Jane Gregory and Josephine Watts

Since the 1960s, the focus in market and social research has been on the search for deep motivations that underpin attitudes and behaviour, and, ultimately, decision making.
  

Valuing the visceral: the increasing importance of the rapid-affective response in assessing consumer behaviour

Susan Bell, Suzanne Burdon, Jane Gregory and Josephine WattsCollective Intelligence Consultancy

COMPLEX DECISIONS MADE QUICKLY

The 21st century is a fast-paced, fluid environment to live in. Individuals receive a multitude of messages on a daily basis, have an enormous amount of information available for access on the internet, have fast-paced lifestyles and a perception of being time-poor, and are avid consumers of new technology such as multimedia and SMS, which create an instant-response culture.

All these facets...

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