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People, Preferences and Prices
Eugene Galanter
Howard Moskowitz
Matthias Silcher
其他書名
Sequencing the Economic Genome of the Consumer Mind
出版
Bentham Science Publishers
, 2011
主題
Business & Economics / Consumer Behavior
ISBN
1608052494
9781608052493
URL
http://books.google.com.hk/books?id=H4Szzv__2HcC&hl=&source=gbs_api
EBook
SAMPLE
註釋
This book explores a variety of topics that fall in the realm of psychological and behavioral economics. It demonstrates to the reader how to perform straightforward experiments in order to understand how people think about the economic aspects of their daily lives. Behavioral economics is a 'hot new area' of economics and consumer psychology. This book provides a comprehensive guide on consumer research and the types of results required. These approaches are spreading further around the globe, thanks to the work of Dr. Howard Moskowitz, one of the authors of this book, and the incredible success of Selling Blue Elephants. In other words, the book is just slightly ahead of a sea change in consumer research, and may be one of the 'tipping points'. (Coincidentally, Malcolm Gladwell, the bestselling author, is a great admirer of Dr. Moskowitz)