MarketingPeer-Reviewed Research

Yes Or No

Wall with wooden yes' repeating
The best way to get people to say yes is to give them the chance to say no.
MarketingPeer-Reviewed Research

As You Like It

Marketing model groups consumers
Marketing methodology helps marketers group customers by geography, psychological profile — and desire.
Brand LoyaltyPeer-Reviewed Research

The Commitments

Emotions? Quality? Habit? Or simply no choice? Why we buy the brands we do.