Absolute Value

Absolute Value

1. PART I: THE SHIFT FROM RELATIVE TO ABSOLUTE

   • From Relative to Absolute
     • We chose an item on the shelf because it looked better or cost less than the one next to it. We evaluated products relative to our prior experience with a particular brand.
       • we can easily and quickly evaluate things based on a global contex
   • The Decline of ‘Irrationality’
     • framing effects
     • choice context effects
     • task effects
   • New Patterns in Consumer Decision Making
     • Couch Tracking
     • Active Search and Faster Verdicts
     • More From the Head, Less From the Heart
   • Why We’re Bullish About Absolute Values
     • Consumers are much more likely to migrate to review sites they do trust, to opinions of experts, and/or to recommendations from friends and acquaintances.

2. PART II: HOW MARKETING CHANGES FOREVER

   • When Brands Mean Less
     • The Decline of Other Quality Proxies
       • One of the strongest quality cues that is on the decline is price
   • Satisfaction, Loyalty and the Future of Past Experience
     • Loyalty or Open Marriage?
     • Opportunity Knocks
   • Absolute Diffusion
     • Practical Implications
       • Thinking about adopter categories when they are less meaningful can lead to the wrong strategic decisions.
   • Pointless Positioning and Persuasion
     • Positioning is rooted in the idea that product perceptions are driven by product presentation relative to other options.

3. PART III: A NEW FRAMEWORK

   • The Influence Mix
     • When Vague Meets Trusted
     • So What’s Your Customers’ Influence Mix?
   • Communication: Match Your Customers’ Influence Mix
     • Generating Interest
     • Communicating Through O
   • Market Research: From Predicting to Tracking
     • Market Research to Determine Location on the Continuum
   • Absolute Business: A Final Word