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The Truth About Finding and Using Customer Momentum and the Wisdom of Crowds
     

The Truth About Finding and Using Customer Momentum and the Wisdom of Crowds

by Michael R. Solomon
 

This Element is an excerpt from The Truth About What Customers Want (9780137142262) by Michael R. Solomon. Available in print and digital formats.

How you and your customers are influenced by others (from celebrities to experts to groups) . . . and what that means for marketing.

In Like Mike, the main character believes that he can fly

Overview

This Element is an excerpt from The Truth About What Customers Want (9780137142262) by Michael R. Solomon. Available in print and digital formats.

How you and your customers are influenced by others (from celebrities to experts to groups) . . . and what that means for marketing.

In Like Mike, the main character believes that he can fly higher when he dons his magical Air Jordans. Even those of us who would need a rocket pack to jump higher still get caught up in beliefs like this-if we didn't, all those sweet celebrity endorsement deals would be nothing but net. Many of our product choices are strongly influenced by what others do.

Product Details

ISBN-13:
9780132480697
Publisher:
Pearson Education
Publication date:
08/31/2010
Series:
FT Press Delivers Elements
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
10
File size:
254 KB

Meet the Author

Michael R. Solomon is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia. He also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K. His primary research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, the psychology of fashion, decoration, and image, services marketing and the development of visually-oriented online research methodologies. He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures on these subjects in the UK, Scandinavia, Australia, and Latin America. His books include Consumer Behavior: Buying, Having, and Being. Solomon received the Cutty Sark Men's Fashion Award for his work on the psychology of clothing.

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