May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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25
Minds Are
Insecure
A
ristotle would have been a lousy ad man. Pure logic is no
guarantee of a winning argument.
Minds tend to be emotional, not rational.
Why do people buy what they buy? Why do people act the
way they do in the marketplace? According to psychologists
Robert Settle and Pamela Alreck, in their book Why They Buy,
customers don’t know, or they won’t say.
When you ask people why they made a particular purchase,
the responses they give are often not very accurate or useful.
That may mean they really do know, but they’re reluctant
to tell you the right reason.
More often, they really don’t know precisely what their
own motives are.
Even when it ...
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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.