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| Tekijä: | Earls, M. |
| Otsikko: | Advertising to the herd : How understanding our true nature challenges the ways we think about advertising and market research |
| Lehti: | International Journal of Market Research
2003 : VOL 45:3, p. 311-336 |
| Asiasana: | CONSUMER BEHAVIOUR INDIVIDUAL BEHAVIOUR GROUPS |
| Kieli: | eng |
| Tiivistelmä: | Thinking that consumers are individuals should be replaced with the model in which consumers are as part of the herd. This is inquired from a variety of different scientific fields and evidence were found. This article concerns moving to the herd model, which allows researchers more accurate and useful insights in estimating consumer behaviour. This article was a joint winner at the 2003 Market Research Society Conference in "Best New Thinking". |
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