Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information – A Guide to the Influence Mix Framework and Consumer Behavior
by Itamar Simonson, Emanuel Rosen
In an age of nearly perfect information, understanding customers requires a closer look at what truly shapes their decisions. Absolute Value introduces the Influence Mix Framework and explores consumer behavior, offering a practical perspective on how information and influence interact in modern markets.
About This Book
Absolute Value examines what really influences customers in an age of nearly perfect information.
It introduces the Influence Mix Framework as a way to consider the factors shaping consumer behavior and purchase decisions.
The book focuses on how changing access to information affects the relationship between customers, choices, and marketing influence.
Designed as a guide to the framework, it offers a focused perspective on understanding influence in contemporary consumer markets.
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