Idea #223
How Customers Watch What Others Buy
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How Customers Watch What Others Buy
KEY CONCEPT
While consumers (and the marketers who market to them) believe that purchasing decisions are based on a combination of emotional and rational factors, a research team from the Kellogg School of Management at Northwestern University and The Wharton School of the University of Pennsylvania identify a more basic motivation that pushes people to buy: they look at what others around them are buying.
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Idea conceived
December 1, 2012Idea posted
Oct 2013
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