Best Practise in Advertising
10.11.2005

Consumers are influenced by unconscious forces.One should not view consumers as being logical, rational beings. Consumers do not function logically, but psychologically. They cannot be understood according to rational explanations or simple categories.

Consumer-behavior is determined by unconscious forces. As a result, consumers normally do not know why they buy something, do or don''t do something. They always come up with a reason for their behavior, but this rationalization usually does not form the core of consumer-motivation...

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