The programme of research described here is ambitious. Not many products have the benefit of so high an expenditure on research. What emerges is the complexity of the consumerâs choice. Admittedly the decision involved is a conscious and considered one, but it is likely that more trivial purchases, when as carefully dissected, are as labyrinthine. The paper can be read as an essay on consumer decision-making as much as an evaluation of a campaign.
Authors: Robin Sadler, Liz Spencer
June 15, 1982
- This could also be of interest