The new high ground of value
At the core of the buyer-centric concept is the simple notion that for most people, value boils down to the ability to make and implement better decisions – at every level from life defining to choice of toothpaste.
Trouble is, once we start investigating what a ‘better decision’ might look like, it turns out to be pretty complicated. New discoveries in psychology are underlining just how complicated human decision-making is, and the whole debate has been shrouded in a fog of confusion – most of it generated by marketers and their self-serving theories of ‘persuasion’.
Anyway, I’ve been gnawing away at these issues over the past few months and will at the grindstone for a while yet.
If you are interested in some half-way house conclusions, you can see my summary of what new findings of psychology mean for our understanding of consumer decision here, and why most marketing theories about consumer decision-making are so much claptrap here.
Really keen to hear any thoughts or comments.
Alan Mitchell
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