"Thus, the Law of Inevitable Buyer Promiscuity"). "this MIGHT be due to the fact that consumers see no difference between brands' positioning") 3) Translate #1 and #2 into a "Law" (e.g. classifying someone as "not loyal" to a brand if they deviate from it even once, instead of looking at, for instance, people that consume a brand consistently 90% of the time) 2) Make a sweeping suggestive claim about why (e.g. The pattern is as such: 1) Use data to force an extreme classification (e.g. I have spent almost 15 years working in a professional capacity with many of the brands cited within and have run well over a hundred research studies - and the author is incredibly manipulative with the way his conclusions are "empirically" drawn. Take extreme caution before buying into any of these theories. This book is absolutely riddled with data slight of hand techniques.
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