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.
Rotterdam School of Management, Erasmus University
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