Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind


by

Alex Gofman (Deceased), Howard R. Moskowitz

DOI: 10.2174/97816080528441120101
eISBN: 978-1-60805-284-4, 2012
ISBN: 978-1-60805-419-0



Indexed in: EBSCO.

Consumers have been increasingly involved in the innovation process in the last few decades, a major driving force of business success...[view complete introduction]
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The ROI of Woo: Starting, Sustaining and Improving the Relationships Business and Brands Have with Consumers

- Pp. 263-278 (16)

Mike Gadd and Jennifer Gadd

Abstract

Our analysis of over 600 ads, campaigns, and ideas for ads for packaged goods, automotive, retail, telecommunications, financial services, and not-for-profits indicates that of all the variables and relationships examined the emotional connection with advertising—that is, how it makes consumers feel or how they want to feel—is the number one driver of purchase interest. This chapter examines how this finding might be expanded to measuring and understanding the importance of relationships consumers have with brands.

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