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The Laws of Choice: Predicting Customer Behavior ReviewTHE LAWS OF CHOICE is one of the best books on consumer behavior, marketing and marketing research that I have ever read - and I have read a lot of books on these topics. Reading this book enriched me in four ways. First, it supported and strengthed my conviction that marketing can, and should, be an applied science based on EXPERIMENTAL research. Second, it taught me several valuable research design and measurement techniques - one of which, the unbounded write-in scale, I intend to use in my own academic research. Third, it gave me a lot of marketing research data on topics such as advertising, pricing, product design, and brand positioning. For example, I learned the results of over 100 studies that collectively indicate that consumer price sensititvity is as strong for inexpensive products as it is for expensive ones. Finally, reading this book gave me a new example of intellectual achievement to admire and be inspired by. As you may have surmised by now, this is a book of substance that does not make for light reading. However, the book is not difficult to read either. The arguments and writing are very clear and should be within the ability of any reasonably intelligent and thoughtful reader to understand. In my opinion, this book should be read by anyone with a serious interest in consumer behavior or marketing.The Laws of Choice: Predicting Customer Behavior OverviewWant to learn more information about The Laws of Choice: Predicting Customer Behavior?
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