Parker believes that influence through reference has replaced deference for consumers who seek out the views of their peers, TV presenters or newspaper columnists, such that 60% of financial advertising and direct mail messages account for less than 20% of influence.
Who is Influencing Your Financial Choices?
Joanne Parker
There used to be a time, not so long ago, when young boys doffed their caps as their headmaster passed by; when the bank manager was held in such high regard that it was inconceivable to question...
