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The Pursuit of the Dissonant Consumer
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1964
Year
Consumer UncertaintyBehavioral Decision MakingConsumer StudyLatest FadConsumer ResearchConsumer Research—the StudyConsumer AttitudeDissonant ConsumersConsumer CultureManagementConsumer BehaviorConsumer IssueConsumer Decision MakingDissonant ConsumerConsumerismMarketingConsumer PsychologyBehavioral EconomicsMarketing InsightsPersuasion
Do you fully understand the latest fad in consumer research—the study of DISSONANT consumers? The author of this thought-provoking article explains the complications and pitfalls of research in this area.