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    • Mark S. Rosenbaum, Ph.D.

    Reading a Consumer's Mind

    Marketers strive to answer the questions as to why consumer's buy. Indeed, global economies are impact by consumer spending. Why do consumers buy? What can organizations do to fulfill their needs? Of course, we used to ask consumers, but, consumers find it difficulty to explain preferences that often transpire at a subconscious level. Imagine for a moment a color preference that you like, because you know you like it, but, can you explain the reasons to another person? Probably not. Or, think about being scared about something. Quite often, consumers cannot find the words to express their innate desires, thoughts, and preferences. In the past, marketers had no choice but to use questionnaires, focus groups, or field experiments to understand consumers' preferences. Today, we can read their minds.

    In this article, see https://www.tandfonline.com/doi/full/10.1080/02642069.2018.1487406 my co-authors and I show marketing academics and managers how they can use affordable neural devices in their research.