Video: Thursday, 20 March 2014

Companies spend billions of dollars annually studying what makes consumers tick. Marketers used to believe consumers had stable preferences and just one role to play, for example as a responsible mother or a business professional. Professor Slawek Magala explains that shoppers actually play many different roles a day. To understand consumers’ decision-making process when buying, and what product or service they decide to purchase, it is necessary to recognise these different roles.

Marketeers should know what roles their potential clients would like to play

Slawomir Magala

Former Professor of Cross-cultural Management

Rotterdam School of Management, Erasmus University

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