Absolute Value

Absolute Value

1. From Relative to Absolute

   • Relative
     • From what is placed in front.
   • Absolute
     • Checking other sources of information
       • Technological revolution

2. The decline of Irrationality

   • Online
     • Consumers are less susceptible to influence

3. New patterns in Consumer Decision making

   • Couch Tracking
     • High quality information readily and cheaply accessible.
       • People don’t see the need to postpone information acquisition.
         • Millions of people keep track of products on an ongoing basis
           • Just want to know what’s out there = Couch tracking
   • Faster verdict
     • Higher percentage of decisions is a result of an active premeditated search
       • More decisions lead to action.
   • More from the head
     • Most of their information comes from experts and fellow consumers.
       • Emotional appeal faces meaningful competition from more “rational” sources

4. Absolute Business

   • Before
     • Positioning, branding or persuasion worked effectively.
   • Now
     • Consumers base their decisions on their likely experience with a product.