A juice company is trying to decide between alternative marketing campaigns. One approach relates to the consumer as an individual. Another shows the individual surrounded by family. Which approach would be the most effective? Research by Jennifer Aaker, associate professor of marketing, helps illuminate such questions, suggesting that persuasion depends on the kinds of benefit promised, and whether consumers view themselves as either autonomous beings or members of an interdependent group.
Content: Article
Authors: Angela Y. Lee, Cherian George, Jennifer Aaker
Source: Stanford University
Subject: Marketing / Sales
Authors: Angela Y. Lee, Cherian George, Jennifer Aaker
Source: Stanford University
Subject: Marketing / Sales
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