Behavioral economics is a ' hot new area' of economics and consumer psychology. This book provides a comprehensive guide on consumer research and the types of results required. These approaches are spreading further around the globe thanks to the work of Dr. Howard Moskowitz one of the authors of this book and the incredible success of Selling Blue Elephants. In other words the book is just slightly ahead of a sea change in consumer research and may be one of the ' tipping points' . (Coincidentally Malcolm Gladwell the bestselling author is a great admirer of Dr. Moskowitz)
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