December 2013
Intermediate to advanced
160 pages
3h 58m
English
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CHAPTER 2
Demystifying Belief Systems
In this chapter, the concept of a belief system is explored from the point of view that a consumer’s core beliefs lead to purchase behavior. A popular methodological example of this perspective is means-end chain analysis, in which the core values associated with a behavior are derived.1 In this type of analysis, a researcher first asks the consumer why he or she purchased a product. Take a tube of toothpaste as an example. The researcher would ask, “Why did you purchase this brand of toothpaste?” The consumer typically responds with an attribute of the toothpaste, for example, “It contains fluoride.” The researcher would then continue to ask why this reason is important—“Why is it important for you to brush ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.